Andrew O'Hara
Paul McCartney and Emma Stone have teamed up for a new short film based on McCartney's anti-bullying song "Who Cares," which debuted as an Apple Music exclusive on Monday.
The video, features McCartney and Stone cavorting through minimalist hand-drawn black and white backgrounds. The video was directed by Brantley Guitierrez and choreographed by Ryan Heffington, the former of which has worked with McCartney many times on his tours.
The feature starts off with McCartney hypnotizing a rain-soaked Stone who falls into a trance. As the music kicks in, it moves to a surreal environment with Stone in harlequin-inspired makeup. The video is meant to be the kickoff for a new anti-bullying campaign, shared on social media with the hashtag #WhoCaresIDo.
Your first look at @PaulMcCartney's new musical short is here! Watch #WhoCares now, only on Apple Music! https://t.co/NpUNDf6us3 pic.twitter.com/bI2wMQLvFe
— Apple Music (@AppleMusic) December 17, 2018
Creation of the "Who Cares" short was led by Creative Visions CEO Kathy Eldon, reports Variety.
"We need a shift in consciousness to make 2019 a year of caring," Eldon said.
McCartney and Stone filmed the creative undertaking over two days in October, which was difficult to coordinate with the megastars' busy schedules and limited availability.
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9 Comments
The link takes me to the Store to sign up for Apple Music.
In the end, is this just an ad? Sad.
Tim Cook should spend less time saving the world and more time selling iPhones.
Anti-bullying campaign? Bullies don’t care about campaigns like this. In fact, it’s unlikely a bully even views their actions as bullying. Better to teach the weaker kids self-defense or how to run and escape because sadistic, aggressive kids won’t be convinced they’re in the wrong.