Background

Background

We had the opportunity to assemble a powerhouse female team to contribute our voices to International Women's Day. However, the day is already ripe with half-hearted noise and fluff pieces. Amidst the cacophony of generic content, we aimed for substance, steering clear of empty gestures and shallow efforts.

We had the opportunity to assemble a powerhouse female team to contribute our voices to International Women's Day. However, the day is already ripe with half-hearted noise and fluff pieces. Amidst the cacophony of generic content, we aimed for substance, steering clear of empty gestures and shallow efforts.
 

Our Approach

Our Approach

We embarked on an exploration of International Women's Day by delving deep into the intricate tapestry of the female experience. Our focus was the relentless struggle at the crossroads of identity, where women navigate a labyrinth of both explicit and implicit expectations. It's a relentless barrage of conflicting directives: "Be this way, but not that way. Act like that, but not like this." Yet, in the face of such duality and seemingly insurmountable challenges, women persistently rise above, conquering adversity time and time again.

We embarked on an exploration of International Women's Day by delving deep into the intricate tapestry of the female experience. Our focus was the relentless struggle at the crossroads of identity, where women navigate a labyrinth of both explicit and implicit expectations. It's a relentless barrage of conflicting directives: "Be this way, but not that way. Act like that, but not like this." Yet, in the face of such duality and seemingly insurmountable challenges, women persistently rise above, conquering adversity time and time again.

 

 

 
 

Our Message

Our Message
 

We wanted to create a video that explored this duality by visually splitting the women on screen. In some moments, they move in perfect synchrony with their respective sides, while in others, they are completely at odds with each other. By layering the voices at times, we shine a spotlight on the prevailing societal narratives that relentlessly pressure women to conform to the confining constraints society imposes upon them.

We wanted to create a video that explored this duality by visually splitting the women on screen. In some moments, they move in perfect synchrony with their respective sides, while in others, they are completely at odds with each other. By layering the voices at times, we shine a spotlight on the prevailing societal narratives that relentlessly pressure women to conform to the confining constraints society imposes upon them.
 

The Panel

The Panel

Our mission was to empower women with the tools they need to emerge as their own staunch advocates. To accomplish this, we curated a panel discussion that revolved around the art of storytelling, amplifying the resonant voices of women, and showcasing concrete examples of resilient women who had carved their own paths, navigating through formidable barriers and unyielding opposition. We took a moment to honour the strengths of women and embraced the beautiful complexity of duality – recognizing that it is this very duality that forges powerful leaders, harnessing the richness of our collective experiences.

Our mission was to empower women with the tools they need to emerge as their own staunch advocates. To accomplish this, we curated a panel discussion that revolved around the art of storytelling, amplifying the resonant voices of women, and showcasing concrete examples of resilient women who had carved their own paths, navigating through formidable barriers and unyielding opposition. We took a moment to honour the strengths of women and embraced the beautiful complexity of duality – recognizing that it is this very duality that forges powerful leaders, harnessing the richness of our collective experiences.
 

Behind the scenes

Behind the Scenes