DAVID reviews

27 April 2016

iD Mobile: Horsing around in North Philadelphia.

by Jason Stone


iD Mobile: “Nasir” - 85s

This extraordinary film by Rogue's Tom Barbor-Might is one of a short collection he shot in North Philadelphia with the Fletcher Street Urban Riding Club.

Of all the ways in which one might expect an urban community to keep its young people away from the threat of gang violence, horse riding would probably sit somewhere between stamp collecting and morris dancing in a very long list of remote possibilities.

In fact though, Fletcher Street's association with horses predates the urban turmoil that makes North Philadelphia one of the toughest places to grow up in America and the ghetto grew around the stables, rather than the other way around. Nonetheless, it's quite remarkable that there has been a will to sustain its traditions and that those running it have sought to prevent "crime through equestrian activities and mentoring".

Barbor-Might's short studies of this unexpected world are genuinely delightful and all the more meaningful for being completely authentic.

iD mobile - a long overdue recasting of part of the Carphone Warehouse brand - is hoping their fledgling network will benefit from some of the individualistic spirit on display in this film as punters decide to 'do their own thing' by rejecting the established possibilities. This connection may be a bit spurious but the attention-grabbing qualities of Barbor-Might's film are undeniable.


Creative Agency: CHI&Partners Ⓦ
ECD: Jonathan Burley
Creative Director: Dan Watts
Creative: Rob Webster / Alexei Berwitz
Account Director: Eliza Sloss
Business Team: Sam Lewis
Planner: Matt Nixon
TV Producer: Natalie Curran / Francesca Roberts
Agency Exec Producer: Zoe Barlow
Film Production: Rogue Films Ⓟ Ⓦ
Director: Tom Barbor-Might
Producer: Tom Farley
Executive Producer: David Van Der Gaag
Cinematography: Khalid Mohtaseb
Sound Design: Jack Sedgwick @ Wave Ⓦ
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