Meena Ayittey’s All The Little Things Goes Viral
From Aim Publicity:
All The Little Things, written and directed by Meena Ayittey and starring Dimeji Ewuoso in the lead role, just dropped on YouTube on Tuesday 10 November, following its recent viral success that has seen the film surpass 7.5 million views across Instagram, LinkedIn, TikTok and Facebook.
The YouTube launch follows an extraordinary resurgence for the short, originally released online in 2021. Now, five years on, this important film has found a new global audience, proving that its message is not only as relevant as ever, but one that audiences are increasingly eager to engage with.
Commissioned by the charity Racism at Work and filmed during the pandemic, All The Little Things, from Award-Winning, critically acclaimed filmmaker Ayittey, stars British actor Ewuoso – who is fast establishing himself as one of the UK’s most compelling emerging screen talents – in the central role. He plays Adae – in a brilliantly understated performance – a young Black creative working at a predominantly white advertising agency, navigating a seemingly ordinary working day punctuated by a series of uncomfortable microaggressions.
Each interaction leaves its mark, represented by a slash across his body with each encounter, illustrating the cumulative psychological impact of everyday discrimination – the proverbial death by a thousand cuts.
On its original release, All The Little Things secured the number one spot on leading industry magazine, Shots, becoming its most-viewed film of 2021. The film has recently gone viral, following Ewuoso’s re-post of the film on TikTok and Instagram, propelling the film to millions of views, reaching brand-new audiences and sparking conversations across the globe.
Tens of thousands of comments across social media reflect viewers’ connection with Adae, with many asking what happens next. Ayittey and Ewuoso are now exploring interest and opportunities to expand the story for television.
Meena Ayittey said: ‘With the amount of tension, uncertainty and fear that surrounds us daily, it is almost impossible for these feelings not to trickle into our working lives. Adae experiences a myriad of microaggressions from people who are seemingly unaware they are doing anything wrong.’
‘I think the film has resonated with audiences because they recognise the massive effect that microaggressions, however slight, can have on a person.’
With a successful career creating commercials, documentaries and television, Ayittey is an incredibly talented filmmaker, who has a unique perspective on the advertising industry, informed by first-hand experience, having previously worked as a VFX artist for agencies including Saatchi & Saatchi, Grey London, Droga5 and Mother. That background informs the film’s portrayal of agency life and the experience of navigating a professional environment where someone feels they do not quite belong.
All The Little Things is on YouTube now and available to share:
Watch here: https://www.youtube.com/@allthelittlethingsfilm
