Film production across the world came to a halt when the coronavirus was officially declared a pandemic in March. Everyone from actors and on-set photographers to the grips and electric team was affected.
In April, executive producer Michael Peay and his creative partner Chelsea Franklin—founders of Reframe the World—came up with the concept of Keep Going, a virtual gallery that showcases and sells prints from directors and cinematographers around the globe. The name is derived from a place of hope.
“It’s a simple but important sentiment that we’ve been telling ourselves and the filmmakers we work with during this time of no work,” Peay tells Remezcla. “Keep going, keep staying productive, keep being creative, and keep your head up.”
Keep Going’s mission is to raise funds for crew members financially affected by the pandemic. All proceeds, after the cost of printing and shipping, go to the Motion Picture and Television Fund’s COVID-19 Emergency Relief Fund.
From captivating shots Zendaya and Hunter Schafer on the set of HBO’s Euphoria to almost poetic depictions of masculinity and family, the collection is a mixed bag of cinematic lens capturings. KeepGoing’s third drop, which includes 50 new images, goes lives today, May 21. They have over 175 filmmakers represented on the site, and the diversity in subject and talent is no accident. Franklin, who serves as the project’s creative director, handled the curation.
“It was important to her that the images reflected filmmakers of all genders, races, sexualties and age,” Peay says.
Teamwork and a generous, close-knit community bought this project to life quickly and efficiently. Works Studio handled branding and design, Ken Allen Studios is the printing company of choice, and Sarah Bassett—global design director for Adidas Originals at Johannes Leonardo—assisted with branding and curation as well.
“No art passes our conscience in the way film does, and goes directly to our feelings, deep down into our souls. It’s magic,” Spanish filmmaker, writer, and photographer Monica Lek said to Keep Going when asked why film is important. She captured Alexa Demie beautifully on “Waves,” and is known for her work on “Honey Boy” and more.
Find a few stills from the collection, below. Visit Keep Going for more, and support their mission here.