Kickback’s Youth Take Centre Stage in Anthem Film

Produced by culture-defining production company Fela and directed by LeSean Harris, this anthem film for non-profit Kickback highlights what the organisation means to the youth it supports. Made in collaboration with agency newkid, the campaign introduces Kickback’s brand evolution and captures the multiplicity of voices and perspectives of the community it serves. Juxtaposing crafted, stylised vignettes with more candid setups, Harris creates a visual language that feels unique to Kickback, drawing on real answers from young people to authentically describe the organisation.

Newkid and LeSean curate a creative world where scraps of handwriting collide with slow-motion, and elevated studio lighting meets grainy film. Black and white footage is intercut with vivid colour to boisterous and bold effect. Highlighting the unity and energy that the programs inspire, the video portraits become a guided tour of the neighbourhoods the youth live in.

Kickback helps young people from underserved communities to step into their potential by providing them sneakers, facilitating experiences and opportunities in sports, art, and education, and assisting them to reframe their narrative. Kickback has provided more than 7,000 pairs of quality sneakers, valued at over $1M, to youth worldwide. Kickback is run by artists, athletes, social workers, and community programmers who grew up in the Toronto neighbourhoods they serve.