Saatchi & Saatchi New York Asks ‘How Do You See Me?’ for World Down Syndrome Day

By Erik Oster 

Saatchi & Saatchi New York launched a spot for Italy’s national organisation for people with down syndrome, CoorDown, ahead of World Down Syndrome Day on March 21. 

The ad, directed by Reed Morano, opens with narration from a young woman with down syndrome saying “This is how I see myself,” as actress Olivia Wilde looks in the mirror. “I see myself as a daughter, a sister and a best friend,” she continues, “as a person you can rely on. I see myself meeting someone that I can share my life with.” The spot concludes with the lines “I see myself as an ordinary person with an important, meaningful, beautiful life. This is how I see myself,” followed by the question, after the camera pans to reveal the narrator, 19-year-old college student AnnaRose Rubright, “How do you see me?” It’s a simple yet powerful message, evoking the prejudice, disadvantage and discriminations often faced by those with down syndrome. Saatchi & Saatchi New York and CoorDown hope that by addressing misperceptions about down syndrome, they can start a conversation about the issue and create a culture of diversity encouraging inclusion in schools, working environments and communities. The hashtag “#HowDoYouSeeMe” appears onscreen at the very end of the ad, in an attempt to spark such a conversation on social media.

“Working with CoorDown is always exciting for us,” said Saatchi & Saatchi New York global creative director Luca Lorenzini. “This year we’re thrilled to work with world-class artists including director Reed Morano and actress Olivia Wilde, as their magic touch will help make this message even stronger and louder than ever before.”

“Once again, CoorDown is proud to lead an ambitious global awareness campaign with the collaboration of many other associations and with the invaluable support of Saatchi & Saatchi, for the fifth year in a row,” added CoorDown Onlus president Sergio Silvestre. “Every year we strive to break down barriers and to create a culture of inclusion for people with down syndrome.”


Account Management Credits:
Ciara Siegel – Management Supervisor
Keegan Fiertl – Account Executive

Planning Credits:
Federico Evangelista – Strategic Planning Director
Shae Carroll – Social Media Director

Creative Credits:
Jay Benjamin – Chief Creative Officer
Luca Pannese – Global Creative Director
Luca Lorenzini – Global Creative Director
Mike Pierantozzi – Executive Creative Director / Writer
Lauren McCrindle – Creative Director / Writer
Aksana Berdnikova – Art Director

Production Credits:
John Doris – Head of Film Production
Bruce Andreini – Executive Producer
Marta Stajek – Director of Business Affairs

Production Company: Pulse Films
Director – Reed Morano
DP (Director of Photography) – Reed Morano
Executive Producer – Kira Carstensen
Head of Production – Hillary Rogers
Producer – Erika Hampson
Production Supervisor – Gilana Lobel
Production Designer – Kelly McGehee
Stylist – Mirren Gordon-Crozier
Hair and Make Up – Serena Ryan

Editing Company – Cosmo Street Editorial
Editor – Aaron Langley
Assistant Editor – Josh Berger
Executive Producer – Maura Woodward-Moulton
Producer– Luiza Naritomi

Music Company – Future Perfect
Executive Producer – Maxwell Gosling
Composer – Adam Taylor

Color – Company 3 NY
Colorist – Sofie Borup
Color Producer – Claire Movshon

Conform/VFX – Method Studios NY
Conform/VFX Artist – Tom McCullough
Head of Production/Producer – Jennifer Hargreaves

Audio Mix – Sonic Union
Audio Mixer – David Papa
Producer – Pat Sullivan
Executive Producer – Justine Cortale