Seth Rogen

Photo Credit: Getty Images (2013) – IMDB

What was the accusation?

Seth Rogen, writer and producer, was working on his new film, Good Boys when a young stand-in actor had his face darkened by makeup so he could look more like the film’s star. Actor Keith Williams, 11, was on a break when another actor, also black, was made to resemble him by adding makeup to match Williams skin tone more closely (see image below). A person on the set complained about the use of “blackface” to the studio. The production team, Good Universe, responded by saying it is “not uncommon for lighting purposes to match actors’ skin tones,” but quickly the story was made public.

boy in blackface

Photo credit: TMZ

Key Apologia Strategies:

Mortification, Corrective Action




“I should start by saying this shouldn’t have happened, and I’m terribly sorry it did. I won’t give excuses for why it happened. I’ll just say that as soon I was made aware of it, I ensured we put an end to it and I give my word that on any project my team and I are involved in, we will take every precaution to make sure something similar does not take place again. I’m engaging in conversations to make sure I find the best way to do that. It’s on me to be proactive. Reacting isn’t enough.”



Fernandez, A. (2018, August 4). Seth Rogen Apologizes for Child Actor in Blackface on His Set: ‘This Shouldn’t Have Happened’. Retrieved from People:

Papenfuss, M. (2018, August 3). Seth Rogen Apologizes For The Use Of Blackface On ‘Good Boys’ Set. Retrieved from Huffpost:

Sharf, Z. (2018, August 2). Seth Rogen Issues Apology For the Use of Blackface on ‘Good Boys’ set: ‘This Shouldn’t Have Happened’. Retrieved from IndieWire: