Adobe has teamed up with award-winning rapper Little Simz in its latest campaign titled ‘Love The Journey’ to inspire young people from minority ethnic groups to choose a creative career.
In the short film, Simz pens a heart-warming love letter to her mother, her number one fan, thanking her for nurturing her, being part of her journey and giving her the tools to reach her dreams.
The spot was directed by Lainey Richardson at Caviar, with the help of global communications company Ketchum London, and explores the challenges that come when considering a career in a creative field and how supportive relationships can be beneficial in overcoming concerns and hurdles.
“Without my mother’s encouragement, I wouldn’t have been able to use music, acting and fashion to express myself and be where I am today. Greater representation of minority groups is needed to show the next generation that they can make it, be who they aspire to be and love what they do every day,” Simz said.
“I hope that this piece can help inspire others to pursue their passions and encourage parents, carers, siblings and teachers to help young people reach their dreams.”
Over 65% of students from Black, Asian, and minority ethnic groups struggle to find inspirational creative role models, deterring them from pursuing a creative career.
“Our research gives us an understanding of what is holding young people back from embarking on a creative career, despite the number of jobs predicted to be generated by the creative industry,” added Simon Morris, senior director of marketing at Adobe.
“We risk missing out on incredible talent if – as parents, role models, careers advisors, teachers and industry – we don’t equip our young people with knowledge of all the opportunities available to them, and the tools to pursue their dreams.”
The film is part of the wider campaign in which Adobe is supporting the next generation of creative talent by teaming up with a host of inspiring people from the UK creative scene, including Derin Adetosoye, Doaly and Samuel Douek, to further empower future creators and help them learn from others.