In reading about Aaron and Colin Gray, I find myself deeply inspired by their unique blend of academic rigor, social activism, and creative storytelling. Their upbringing under a mother who was actively involved in the civil rights movement has undoubtedly shaped their perspectives and fueled their passion for making a difference through their work.
Towards the end of a highly contentious election period, two political advertisements sparked heated debate among conservative groups, leading even ex-President Donald Trump to intervene by criticizing none other than actress Julia Roberts directly.
Trump expressed his disapproval towards Julia Roberts, stating that she might later feel embarrassed about her actions. This refers to a viral advertisement called “Your Vote, Your Choice” where Roberts narrates, in which two women vote for Kamala Harris despite their husbands’ apparent preferences. In the ad, produced by a left-leaning voter advocacy and education group called Vote Common Good, Roberts says, “What happens in the booth, stays in the booth.
A related article titled “Remember Who We Love the Most When We Vote” highlights men discreetly supporting Harris as a gesture of respect for the women in their lives, going against the influence of their male peers. Clooney states, “You are free to vote however you choose, and your secret ballot remains confidential.” Essentially, “what happens at the voting booth, stays at the voting booth.
In the past few days, ads emphasizing privacy and voting procedures have sparked numerous news articles and social media discussions, and it’s been revealed that they were created by filmmaker siblings Colin Keith Gray and Megan Raney Aarons through their production company, GRAiNEY Pictures. This dynamic duo was quick to acknowledge the contributions of a creative team that includes Doug Pagitt from Vote Common Good, writer Dode Levenson, former Jimmy Kimmel Live! producer Jill Leiderman, and The Daily Show with Jon Stewart scribe Rob Kutner. They also shared the behind-the-scenes story of how these complementary ads were produced on a budget, against tight deadlines, as well as how they managed to secure Roberts and Clooney’s voices for the project. Additionally, they discussed how this content fits in with their work at GRAiNEY Pictures.
Following the comments made by ex-President Trump on Fox News regarding one of our advertisements, I was wondering how you felt about that situation?
AARONS I’ve been exchanging messages with Colin, the ad writer and Doug Pagitt, the executive director of Vote Common Good. We’re like a secret squad sharing insider info, and it seems like there’s a new message every few seconds! When Trump’s update came in, Colin nailed it by quoting one of our D.C. contacts, a guy we’ve collaborated with and who he’s been working closely with this fall. He said something like “It’s the ultimate win when your opponent talks about your campaign ad.” It’s a pretty cool moment, kind of like dropping the mic. In fact, it’s caused quite a stir among right-wing factions, and I must admit, it’s a lot to take in.
BLUE The situation is distressing not just due to its magnitude, but also because of the underlying fear and misogyny on the other side – a fear that women might vote according to their personal beliefs in the seclusion of the polling station. It’s astonishing how intimidating this idea seems to them.
AARONS The exercise of privacy during voting seems to spark discussions about eliminating the 19th Amendment, which guarantees women’s right to vote. These discussions are appearing in various forums, including on television, Twitter, and elsewhere. A cleric recently expressed the view that a woman should align her vote with her husband’s, or if she doesn’t have a husband, then her brother. Remarkably, such views are being openly expressed, and it seems more individuals who hold these beliefs are emerging. It’s startling to witness this.
It seems there’s an intriguing tale behind the creation of these political ads. Could you share your part in it?
John I relocated to Michigan during the summer, eagerly immersing myself in the heart of things. Our film production company, GRAiNEY Pictures, has been actively seeking opportunities to contribute to social impact narratives, particularly those that address complex issues or foster dialogue around these tough topics. Previously, we’ve collaborated with Business Forward on several projects and were exploring potential partnerships with other organizations for additional ads. However, we are not affiliated with the Harris-Walz campaign or the Future Forward network. We’re simply a group of passionate filmmakers, eager to contribute our skills to this cause. Given that we were already working on a feature documentary about battleground states, we were introduced to Dode Levenson, an exceptional writer, through Jill Leiderman, a former producer for Jimmy Kimmel Live!. Dode had conceptualized a fascinating campaign ad idea.
They noticed some data around Evangelical voters. They typically vote as a block and are more pro-Trump, pro-conservative but the data showed that five to 10 percent of them could be persuaded to vote their conscience. The insight that Dode had, which was fascinating, inspired the creation of this ad based around this permission structure. Initially it was for a women-targeted ad but expanded to a similar ad aimed at working class men who are also facing acute pressure from tribal loyalties for vote for Trump as well. When we got connected, that’s when it all kind of took off because Dode had been starting to work with Vote Common Good, which I’m giving them some props by wearing this baseball cap [motions to colorful baseball hat]. We’re this small, sort of scrappy outsider team that came together to start bringing this to life.
AARONS What’s truly remarkable about the recent phenomenon is that we were drawn to the tale because it was backed by data. Extensive research was conducted to discover a specific audience who would appreciate and react to such a message, and Dode crafted an intriguing script. We’ve established GRAiNEY Pictures from scratch, and we’re a tight-knit yet powerful team — essentially, a worldwide network of change agents. Our mission is to find solutions through impactful storytelling, and this is something we’re deeply committed to. This dedication permeates everything we create, whether it’s scripted or unscripted. In this instance, we found ourselves presented with a script and an opportunity to enact this commitment. Additionally, as a woman and a mother, I saw an opportunity to address an audience that may not have had much content tailored for them. We were operating under tight deadlines and limited resources, but we utilized our extensive Hollywood experience to get the job done.
At short notice, we assembled an elite crew, reaching out promptly to our regular casting director, Lesley Wolff, who collaborates with numerous comedic talents. Within hours, we had amassed a fantastic team, albeit one that was slightly understaffed. In this instance, I handled the art department and wardrobe sourcing myself. The iconic [bedazzled] hat, known for its humorous appeal, was swiftly found on Amazon. As avid researchers and self-proclaimed nerds, Colin and I wanted to ensure that not only the aesthetic and messaging were accurate but also that the casting and overall feel were authentic. We successfully secured a location, and every team member worked either for free or at a minimal cost, as they all shared our belief in the message we aimed to convey.
How did you get Julia Roberts as narrator?
In our production, David completed the filming and as he began submitting edits, we realized it was effective and promising, yet we lacked a release strategy. Vote Common Good supported the project, but there wasn’t financing for ad campaigns. We discussed potential narrators, preferably a female voice who could resonate with heartland and swing states voters, our target demographic. With our extensive industry experience, I was fortunate to contact Danny Moder, Julia Roberts’ husband, as we’ve been acquainted for two decades. However, this request was unprecedented. Upon viewing the clip, she showed enthusiasm and agreed to participate. We anticipated some resistance but found her genuine interest instead. She had recently returned from Georgia and was eager to proceed, even suggesting to share it on her social media platforms.>
JASON It was crucial for us to focus on appealing to male voters, particularly those from the working class in these key swing states. To accomplish this, we developed another approach that shares similar themes. Now, I must admit my bias as a father of a daughter, but I believe we can resonate with men by portraying this theme through the perspective of a father with a daughter and another voter who has women in his life. We don’t need to delve into politics or explicitly mention it; instead, we can convey it visually. For instance, you might see a young girl at the polling station, and another man looking at his phone, where there’s an image of his mother, wife, and daughters.
AARONS By the way, the 4:20 time stamp on the phone was accidental but caused another [stir].
UNINTENTIONALLY, our statement unintentionally sparked a buzz among individuals who perceived it as supporting the legalization of marijuana in various states. However, it was completely unintentional. Now, it’s turned into an internet meme about these ads. Yet, its impact has been significant because it seems to be striking a chord with people, particularly the tribal loyalties and pressures they face when voting. This message is empowering them to use the privacy of the voting booth to vote according to their personal convictions.
“I found the advertisement with women resonated much deeper than the subsequent one. Could it be due to timing, or is it reflecting the complexities of gender relationships within our nation?”
User The situation seems to highlight the complexities surrounding gender roles in our nation. It appears more challenging to criticize a father for supporting his daughter than it is for a woman to assert her own autonomy during the voting process. There was also a subtle humor in the depiction of two women sharing a glance, which may have intensified the reaction or perhaps merely brought out what was already simmering beneath the surface. Regrettably, this has sparked outrage among certain misogynistic groups who are now vocalizing views that might not have been expressed before. In an odd way, I’m glad this incident has triggered a conversation about our societal state, allowing us to confront and understand our current position as a society. It reveals a significant number of women who feel they cannot openly discuss their voting choices within their own homes, reflecting the deep division in our country at the moment.
ALICE It’s concerning, yet exciting for us here at GRAiNEY Pictures, as we enjoy crafting campaigns and content that stir conversations. Admittedly, some parts have been quite harsh, but it has undeniably sparked a significant dialogue about this topic. Some observers suggest that the election boils down to matriarchal versus patriarchal ideologies. While I might not be so simplistic in my analysis of the current state of affairs, as Meg pointed out, it certainly touched a sensitive spot and we’re pleased to see that our work is bringing some hidden thoughts to light, and hopefully fostering constructive discussions too.
How did you end up getting George Clooney?
Initially, I’d like to extend my heartfelt appreciation to our dedicated production team at Full View Productions in Detroit, particularly for their outstanding efforts on our swing states documentary. We reached out to them just a couple of weeks ago regarding another project. By Tuesday, we were already given the go-ahead, and by Friday, we were filming. This was quite a rush job, yet they managed to secure free locations, casting, and more within such a short timeframe. Davide Fiore also edited the second piece exceptionally well.
After the announcement of “
AARONS With a caveat that we only had 24 hours.
GREY or less: Within just a few hours, he managed to record the thing on his mobile device. We requested multiple alternatives from him. He emailed them over by Tuesday afternoon. We edited it that evening and released it the following day.
As a passionate admirer, let me tell you, it’s mind-boggling – truly mind-boggling! Yet, I firmly believe that we are uniquely poised due to our long-term journey towards this very moment. We’ve been skillfully navigating the borderland between extended and compact narratives, collaborating with businesses on branding, all while maintaining a focus on impact messaging in our work as a company. This has been achieved through strategic partnerships and team collaborations with top-tier professionals nationwide, expanding now to Canada and the U.K.
How do your roles intertwine when working on projects at GRAiNEY Pictures, and how do they contribute to each other’s creativity?
An Autopsy of American Inequality, which tackles the affordable housing crisis. Alongside this, we launched a companion impact campaign, reflecting my commitment as a storyteller to tackle issues that challenge societal norms. This drive is rooted in our mother’s activism; she was deeply involved in the civil rights movement and taught social work and community development. I, being a politics major with a love for research, data analysis, and narrative creation, am drawn to these complex topics. Meg, on the other hand, brings a unique perspective and is now more focused on the scripted side of our company.
AARONS Growing up, I received an education shaped by my mother’s passion for grassroots social work and community development. Later, I observed Colin’s transition into documentary filmmaking, which provided me with my first opportunity as a cinematographer (DP). With a background in acting and a keen eye for visuals, I’ve always been driven to create impactful films that strive to make the world a better place by telling engaging and thought-provoking stories. I also honed my comedic skills with the Groundlings and occasionally perform stand-up comedy, adding a humorous touch to my work.
I’ve got several new projects underway, including a feature film that I’ll be directing, which is really thrilling! Another book from the U.K. is being optioned, along with another project based there as well. There’s a lot happening for me right now, and one of the things people appreciate about us is our focus on details, data, and subtlety. Colin handles the historical aspects, while I take care of the visual elements, character development, and acting performances. As trained actors ourselves, we both place great importance on authenticity on screen. Though our interests have diverged over time, we continue to serve as sounding boards for each other, often seeking each other’s opinions to ensure we stay on track. We’re known for asking each other for a gut feeling before making decisions.
Colin, you mentioned the swing states documentary. Can you share details?
Informal Version: The project is called “Swing States: Fear, Fallout and Voting in America“. It’s a post-mortem analysis of the recent election. We’ll begin with Michigan’s Secretary of State Jocelyn Benson and then delve into the issues that surfaced after the election. We’re particularly interested in understanding where the certification process has been most challenging. This is an intriguing, current topic and a deep dive into America’s intricate electoral college system – think of it as a crash course on how it operates. It’s quite complex, something many people struggle to explain. We aim to shed light on the system, its workings, and why winning the popular vote doesn’t always guarantee victory in the election. It also serves to highlight the significance, the risks to our democratic process, and the courageous individuals like secretaries of state, attorneys general, and election workers who stand at the forefront to ensure fair elections.
Speaking of Nov. 5, where will you be?
Colin and I will find ourselves at opposite extremes. While I’m settling in with my family, he might be feeling anxious and unsure, possibly ending the day without a clear resolution.
PARAPHRASING: I’m right in the heart of the action. Over the next few days, we’ll be filming across Detroit at various polling stations. We’ll also be attending Secretary of State Benson’s evening press conference. Additionally, we plan to visit some watch parties in Detroit and capture the anticipation and anxiety surrounding the election results, particularly in a critical location like Michigan and Detroit, which is playing a crucial role in determining this election for both the presidency and House and Senate. I probably won’t know the final outcome when I go to bed tonight, but at least we’ll have recorded the people working tirelessly to ensure a secure voting process.
Interview edited for length and clarity.
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2024-11-06 06:56