Seyi Peter-Thomas Directs Nickelodeon Campaign To Celebrate Black History Month
Seyi Peter-Thomas of Station Film directed Nickelodeon’s new “Our Places, Our History” campaign featuring children celebrating Black History Month. The multi-platform campaign will be supported across Nick’s social and digital platforms throughout the month of February.
This series of PSAs set in Charleston, South Carolina, explores the themes of education, culture and cuisine as they relate to African Americans, and encourages today’s generation of children to be part of the deep well of African history in the South. Each PSA is narrated by kids and use Charleston’s storied past and rich culture as both a focal point and a backdrop, given how a substantial number of African Americans are able to trace their ancestry to the port of Charleston, which served as a slave-trading center more than a century ago.
In this first spot currently airing across Nickelodeon’s linear platforms—Nickelodeon, Nick Jr., Nicktoons and TeenNick—the subject is the Avery Institute, built in 1865 and one of the first schools to educate African-American students, following a time when they were legally not allowed to attend school.
Another PSA explores elements of African culture that have been passed down through generations and the importance of keeping traditions alive. And the third spot focuses on the African roots of soul food.
Tony Maxwell, SVP, creative director of Nickelodeon Brand Creative, explains, “Our creative goal was to highlight a series of real-world settings that trace the historical origins of significant African American cultural traditions that resonate today. For Nickelodeon, a kids-first brand, it was important to have kids drive the narrative of our campaign. We were thrilled by the opportunity to work with Seyi, whose strong vision and deft touch as a director can be felt in every frame.”
“Having the chance to work with kids on such important and inspiring stories for Black History Month in collaboration with the Nick team was extremely rewarding,” said Peter-Thomas. “We delved in to the local history and culture and unearthed stories that felt most relevant to our audience. There was a real sense of discovery as we made these, which hopefully comes through in the films.”
Client Nickelodeon Agency Nickelodeon Public Affairs, Production Management and Brand Creative Teams Tony Maxwell, SVP, creative director. Production Station Film Seyi Peter-Thomas, director; Caroline Gibney, exec producer; Chris Lettley, line producer; Ed David, DP. Editorial Crew Cuts Gabriel De La Mora, Tom Boardman, editors; Stephanie Norris, exec producer/finishing; Nancy Shames, exec producer/partner.
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