On The Cusp, Longlist - Commercial

Raise Your Voice

Eloise King


Research shows, starting at the age of five, many girls begin to develop limiting self-beliefs. This issue is called the “Dream Gap.” Early indicators suggest that for Black girls, the impact is even larger and this negative self-perception at a young age can be detrimental. To help combat this, Barbie tapped one of the UK’s leading broadcasters Clara Amfo – recently announced as a Barbie Role Model – along with London grassroots organization Milk Honey Bees, and talented award-winning filmmaker Eloise King, to create a powerful film centering girls, and embodying Barbie’s 2021 International Women’s Day ‘Raise Your Voice’ campaign anthology, demonstrating to girls that ‘You Can Be Anything.’ Eloise King adds, “Clara is a beautiful role model. In creating this piece for Barbie, I responded to Clara’s joyful energy, the important community work of Milk Honey Bees, and ethos of Barbie’s ‘Raise Your Voice’ campaign, to amplify the essence and voices of 5 incredible Black girls whose talents, personalities and confidence shine in their own unique ways. My film centers joy and play, to encourage all girls to harness their limitless potential.”

Eloise King is an award-winning filmmaker who has focused her career on telling powerful human-interest stories foregrounding marginalized voices. As a former Global Executive Producer at VICE, overseeing the brand’s digital channels in the UK and i-D’s globally, Eloise explored fashion, youth cultures, and social justice. Her projects have generated over 100 million views and have crossed digital and major terrestrial platforms, including BBC, Channel 4, ITV, MTV, A&E, and Al Jazeera English. They have even been exhibited at The ICA, Tate Britain, V&A, and MoAD. Her previous titles, as a director and/or producer, include: The Gatherings (C4 – Nominated for a Grierson Award), Kids Behind Bars (ITV), Call the Mediator (BBC), Acid Attacks (VICE), JME x Corbyn, Fire Games of Napoli, and the Gurls Talk series with Adwoa Aboah. In her Nike Women’s “We’ve Always Done It” commercial, a workout morphs into a surreal dance on a rooftop with a group of women confidently showcasing their body confidence. Eloise was praised for the authentic and naturalistic way that she captured such a diverse cast of powerful, vibrant women, which included a professional dancer, a poet, a professional boxer, a youth organizer/LGBTQ+ activist, and the founder of Boys in Polish. Eloise also directed the PSA for UK charity CoppaFeel!, which was the first ad on British daytime TV to show a female nipple. Created by Fold7, the campaign is designed to appeal to those who are less likely to examine themselves for signs of breast cancer, including cisgender men and members of the transgender community. More recently, Eloise directed “First Moves Forever” for Bumble, which tells the tale of modern dating, and the anthemic Barbie and Milk Honey Bees spot, which has been described as a “rallying cry for young Black girls.” Eloise is an alumna of The Edinburgh International Television Festival’s Ones to Watch talent program, giving television’s best and brightest access to creative debate, networking opportunities, and mentorship. She was selected to be part of the Sheffield Documentary Festival’s Future Producer School. In 2018, Eloise was recognized for ‘Outstanding Achievement’ in Campaign and Creative Equals’ list of future female leaders defining creativity. She is also deeply invested in giving back to her creative community, having founded Women on Docs which is a UK and LA-based screening collective and event network celebrating the contribution of women to documentary film.