'Tis the season for giving, but few entertainment series make a habit of giving back, seasonal or otherwise, as 2024's "Celebrity Substitute" does. Created by "Recess Therapy" host Julian Shapiro-Barnum, Benj Pasek and Justin Paul, the digital-first series sees celebrities take on the role of substitute teachers in New York City public schools.
As any public school parent knows, funding sometimes falls short in areas like the arts and physical education, leaving families, communities and teachers themselves to make up the shortfall.
A product of the N.Y.C. public school system, Shapiro-Barnum has experienced this firsthand. "Teachers and public schools are significantly undervalued and underfunded," the co-executive producer says. "Educators dedicate immense time, energy, love and personal resources to support their students, shaping the future of our society. Personally, the influence of my own teachers has been profound, and for a long time, I've wanted to help recognize and support these dedicated professionals."
Through his work with celebrities on "Recess Therapy," Shapiro-Barnum began to envisage a different-looking series, in which public school children would benefit from classes with starry entertainers. He's hoping that these unique experiences will change the students' lives, just as one in particular did his. "For me, it was a comedy improv class in the fourth grade that ignited a passion and totally altered my life's trajectory," he recalls. "At its core, 'Celebrity Substitute' is about sparking creativity and hopefully inspiring these kids through the workshops led by our celebrity guests."
One needs only to tune in and see the unbridled joy on so many young faces to observe that the show is onto something here. It is a testament to Shapiro-Barnum's own ingenuous aims and winning onscreen appeal that he has attracted celebrities of such caliber.
Directed by Jake Wilson, episodes have featured Blackpink singer Lisa, "We Live in Time" actors Andrew Garfield and Florence Pugh, gymnast Jordan Chiles, "Wicked" actor Cynthia Erivo, "Queer Eye" chef Antoni Porowski and singer Camila Cabello. The late st episode is headlined by musical siblings Billie Eilish and Finneas O'Connell.
These pupils are thrilled to be doing something fun and unusual on camera with guest teachers — and are mostly blissfully unaware of their substitutes' awards and accomplishments. Herein lies some of the magic of "Celebrity Substitute" because, more often than not, fame takes a back seat.
Most of the celebrity substitutes profess to feeling nervous ahead of their assignments. Cabello, for example, muses that the task at hand might be the hardest thing she's ever done. Erivo admits to nerves too but cannot mask her utter delight at the brilliant imaginations of the children she is tasked with teaching storytelling to.
It was Pasek and Paul, multiaward-winning collaborators and principals of Ampersand, and Shapiro-Barnum who suggested the show's final, give-back angle. Teacher wish lists are now an annual staple, whereby educators ask the community to purchase needed items that traditional funding does not provide for teachers, kids and classrooms. "As an artist, it's an honor to have the opportunity to create something that not only celebrates teachers, but also contributes to the resources these teachers need," Shapiro-Barnum notes. To do so, the show partnered with Amazon, which wanted to help clear these schools' Amazon Wish Lists.
"Amazon's incredibly proud of this series and the impact that it's making in local communities and schools," says Amy Powell, head of entertainment marketing at Amazon.
"We had an insight that our Amazon customers love being able to clear Amazon Wish Lists for others in their community and, often, for their local schools," she explains. "'Celebrity Substitute' fits perfectly into our original branded entertainment slate that brings the Amazon brand to life through storytelling."
Powell notes that Amazon's vast selection of products across categories, from musical instruments to educational materials and tech, fulfills a wide range of needs for classrooms. "When you see real kids, not actors, excited about opening an Amazon box, it highlights how a wide range of products can bring joy and meet diverse needs in classrooms, eliciting a joyful reaction you can't re-create," she says. "It's Christmas morning every time."
The series launched on Oct. 22 and new episodes are released on Tuesdays, with weekly snippets going viral on social media. The series has amassed over 75 million views across platforms and gained nearly 90,000 followers in two months.
"This show is a celebration of those teachers, the immense talent of our celebrity guests and Julian's incredible ability to connect with kids," Powell adds.
Items donated include laptops, keyboards, video cameras, wireless microphones, ballet bars, balance beams and other sports equipment, plus writing, art, drama, music and cooking supplies.
Shapiro-Barnum has already seen the positive effects.
"One example that stands out is a school where we were able to provide new cooking supplies for their culinary program," he says. "Just the act of replacing outdated tools gave students a renewed sense of confidence and pride in their work. These improvements have had an immediate positive impact, not only boosting morale but also setting students up for success in their learning environment. I'm eager to check back in over time and see how these resources continue to benefit both students and their teachers."
For Amazon, the purpose is clear. "Supporting public school teachers and students has an incredible effect on communities," Powell says. The series spotlights public schools and educators around the country, which is a key tenet of Amazon values. "When you watch the kids in 'Celebrity Substitute' learn to dance, cook, sing or act, you can't help but smile. We hope everyone who watches is inspired by the positive impact that can be made when creativity, education and community support come together."
Similarly, Shapiro-Barnum hopes "Celebrity Substitute" is a reminder that "even small acts of kindness and generosity can create a lasting impact," and a reminder of why public school teachers need to be celebrated more. "Teaching is really difficult," he says. "These celebrities perform in front of crowds of thousands of people, but in front of a real class of 15 kids, they might flounder. Teachers deserve so much credit for the hard work they do every single day."
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