Since being featured here last year as an upcoming project, Just Do It- a tale of modern-day outlaws has now become a feature length documentary. This latest film from acclaimed filmmaker Emily James, has been met with sold out screenings and rave reviews from press and audiences alike. It's even inspired the impromptu occupation of a flagship Nike Town after a central London screening.Just Do It (Thanks, Emily!)
The film follows a cohort of activists from environmental direct action groups Climate Camp and Plane Stupid, whose efforts have proven to radically shift the UK climate debate. Granted unprecedented access, James follows as they blockade factories, attack coal power stations and glue themselves to bank trading floors to halt environmental catastrophe. Just Do It's narrative is funny, poignant and inspiring- prompting Danny Leigh of the Guardian to call it the remedy to the eco-doc's reputation as unwatchable.
Deviating from convention at every turn, Just Do It is part of a new wave of film making. It's crowd funded, crowd sourced and is being shown outside the corporate distribution machine. After storming the UK, Just Do It now sets it's sights on the US. With North American climate movements inching toward radicalism, Just Do It's message of resistance comes as a welcomed push. Adbusters and Rolling Stone have already called it a wake up call to the North American activist. You can support the project's American release now on their Indie Go Go page here.