17 December 2018
Newsdesk
'Who Cares', the newest single from Paul McCartney’s #1 US charting 'Egypt Station' (Capitol Records), has been reimagined as a musical short film starring Paul and Emma Stone. Shot on 65mm Kodak Film with Panavision Cameras, 'Who Cares' features a message of universal positivity rendered in vivid colourful detail, viewable exclusively at Apple Music for 24 hours.
Apple Music is home to the best music video-watching experience available anywhere — all ad-free. Starting right now, fans can enjoy 'Who Cares' and other amazing Paul McCartney music videos on Apple Music.
To help the song’s positive message to inspire as many people as possible to stand up to bullying and negativity, Paul has joined forces with Creative Visions, a global nonprofit organisation that uses the power of media and the arts to ignite positive social change. Creative Visions has partnered not only with Paul and 'Who Cares' producers Subtractive Inc., but also with Facebook, Enso, Artemis Rising Foundation and the Blue Chip Foundation to launch #WhoCaresIDo, a campaign inspired by the song and film. #WhoCaresIDo hopes to reach millions, first raising awareness and engagement regarding the issues addressed by the song and film, then providing them with tools to take action through a network of experts and partners, empowering people to treat others with support and kindness.
The #WhoCaresIDo campaign draws upon the power of the song and film, as well as Creative Visions’ efforts over the last 20 years through its global network of creative activists. Creative Visions is currently building a global coalition of nonprofit partners that will create an umbrella of #WhoCaresIDo organizations and resources to bring compassion to homes, communities and workplaces. “Millions of people around the world feel silenced, subjugated--bullied-- and believe that no one cares,” says Creative Visions Founder Kathy Eldon. “Our intention with this campaign is to put the power of the song to work and inspire us to show up and care--and let others know that we do care.”
'Who Cares' was directed by Brantley Gutierrez and Ryan Heffington. Director of photography was Linus Sandgren. The film was produced by Kyle Schember and Michael Abbott for Subtractive Inc.
