Spike Lee Directs IWBI Spot Featuring Lady Gaga, Jennifer Lopez, Michael B. Jordan, Robert De Niro


Robert Goldrich
Monday, Jan. 25, 2021


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As the world continues to battle COVID-19 and communities strive to get back to business, it is more important than ever to raise confidence in the safety of buildings and shared spaces. Lady Gaga, Jennifer Lopez, Michael B. Jordan, Robert De Niro, Venus Williams, Deepak Chopra and 17th Surgeon General Richard Carmona, among others, thus came together in a new integrated ad campaign to raise awareness about the importance of the WELL Health-Safety Rating, an evidence-based third-party designation to verify that a building or space has taken the necessary steps to prioritize the health and safety of their staff, visitors and other stakeholders. In this spot directed by Spike Lee, the celeb ambassadors encourage people to look for buildings and spaces with the WELL Health-Safety seal on their windows or doors to feel more confident in their decision to go inside.

This national advertising campaign, a first from the International WELL Building Institute (IWBI), a global authority on how we can use our buildings and communities to advance the health and well-being of the people inside, explains the importance of health and safety through building design and operations as well as organizational policy.

The campaign was developed by ad agency SWAT by Kirshenbaum, with the spot produced by Pony Show Entertainment.


Client International WELL Building Institute (IWBI) Tony Antolino, chief marketing officer, Delos (parent company of IWBI) Agency SWAT by Kirshenbaum Richard Kirshenbaum, CEO; Joseph Mazzaferro, partner, executive creative director; Woody Wright, Melissa Witkin, partners; Adam Pasulka, associate creative director; Jonah Kaner, head of digital; Winnie Ledu, Spencer Gabor, art directors; Tegan Mahford, executive producer. Production Company Pony Show Entertainment Spike Lee, director; Susan Kirson, Jeffrey Frankel, partners; Gareth Wood, head of production; Fern Martin, producer; Isiah Donte Lee, DP; Phillip Williams, production designer. Talent Partner CAA Brand Consulting Liz Gray, co-head. CAA Sports Dave Robertson. Editorial Lost Planet Mike Sobo, editor; Steven San Miguel, sr. cutting assistant; Casey Sincic, producer; Krystn Wagenberg, exec producer. Finishing Black Hole Post Tim Farrell, Joanne Ungar, Flame artists; Reginald W. Butler, Andre Sam, sr. designers/animators; Felix Cabrera, post producer; Isabel Gomez, associate producer.

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