[CULTURE] ‘SHE RUNS IT!’ CAMPAIGN LAUNCH AND VIDEO SCREENING
Among the International Women’s Day merriments that took place globally a few weeks ago, in the heart of Brixton an intimate celebration allowed for the showcase of love, vitality and squats! Presented by Livity, the She
Among the International Women’s Day merriments that took place globally a few weeks ago, in the heart of Brixton an intimate celebration allowed for the showcase of love, vitality and squats!
Presented by Livity, the She Runs It! collective took to Pop Brixton to officially launch their campaign and invite a selection of guests to their video screening.
She Runs It! was born in 2014. Since the birth of the holistic fitness movement, Co-founder/Director Tasha Keating has been running free classes for women in open spaces positively impacting on those in attendance. Fitness and physical attributes aside, the classes aim to work from the core outwards aiming to influence women irrespective of their stage in life. With future collaborations, workshops, retreats in due course, the evening allowed for the introduction of the brand to those in attendance.
DJ Melody Kane set the tone for the night as guests filled the venue. Shani Altius –Ifil was the host for the evening and lead the happenings by introducing director Tasha Keating and creative Rachel Abebrese. Subsequently, spoken word artist James Massiah carried the crowd forward through his natural flare of rhythmic sentences. A perfect placement of words allowed for a beautiful personification of the women as a being accomplishing a substance filled poetic justice. After a music interval, soul singer Nipah was next on stage covering an Amy Winehouse classic thus following this with her own fusions. After an initial expressive start, the night was shifted with the introduction of a physical squat challenge. Dancehall and Bashment sounds created the backing track for the females in the crowd holding squats in an all-familiar She Runs It! class style led by Tasha Keating. As the crowd supported the last female squatters on the floor, prizes were given to those who were able to maintain their physical strength through this short but fun exercise. Tasha and Rachel were introduced back onto the stage to deliver their speeches narrating the journey of the brand creating a seamless tone to introduce their campaign video. Containing a diverse range of girls working out in the open spaces London with a powerful voiceover & fitting music, the video was a great showcase of unity among womanhood. Location, hair, make-up and styling certified for this beautiful setting of strength, heart and vision. The positivity highlighted in the video spread through the people as the night drew to a musical release as Melody Kane curated an array of feel good melodies adding to a feeling of liberation shared by all the women there on that day.
Video Directed by Ashleigh Jadee.
Words by Rachel Abebrese.
Photography by Alex Whitehouse.