ABFF and McDonald’s Partner for ‘Lovin’ Campaign

Filmmakers can win $2,500 in equipment and a mentoring session with director Malcolm Lee

ABFF founder and CEO, Jeff Friday (Image: File)

The American Black Film Festival (ABFF) and McDonald’s USA have partnered to challenge up-and-coming filmmakers through the “Lovin” campaign. Designed to provide  diversity and positivity through 90-second films that reflect McDonald’s philosophy, “A little more lovin’ can change a lot,” the campaign’s efforts in featuring the black film and TV community helps fulfill ABFF’s commitment. “We are excited to partner with McDonald’s USA on this most unique digital video contest,” says Jeff Friday, ABFF founder and CEO. “The ABFF is committed to supporting emerging artists and providing trailblazing opportunities for them to gain exposure and visibility in the film and television industry.”

[Related: Black Enterprise and Film Life Inc. Join to Form ABFF Ventures]

The contest encourages aspiring filmmakers to submit entries by March 24 to win a chance to attend ABFF when it hits New York City June 11-12. Critiqued on creativity, implementation of concept, and quality, the top three films will premiere at the festival.

One lucky finalist will not only win a sit-down mentoring session with Malcolm D. Lee (Best Man, Best Man Holiday), but also $2,500 in film equipment. “I’m honored to mentor our next generation of aspiring filmmakers through ‘Lovin’ Video Competition’,” says Lee. “Many have mentored and guided me along my journey to make an impact in film, and it’s important for all of us to do our part to bring the next generation up.”

The winning project will air on media outlets and Websites including McDonald’s 365black.com, a platform dedicated to celebrating the pride, heritage and achievements of African-Americans year round. “McDonald’s is excited to embark on this initiative with ABFF and the filmmakers of the future from the communities we serve,” says Kristen Wells, External Communications Manager, McDonald’s USA. “We hope that the idea of sharing love throughout our communities will motivate and inspire the filmmakers as they work tirelessly to make their dreams a reality.”

For more information on this opportunity, visit ABFF.com.