The Problem

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.

The Problem

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: Video

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 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.

Our Approach: Video

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 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: In Spite Of...
Amidst the noise of International Women's Day events and the superficial chatter that often accompanies them, we aimed to transcend the norm. 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.

The Panel

With International Women's Day events & noise, there's always quite a lot of fluff. We wanted to step beyond that and provide women with tools to become their own advocates. We did this by focusing the panel on the storytelling of experiences, elevating women's voices, and tactical examples of women forging their own paths, despite the barriers and opposition they had experienced. We celebrated women's strengths, and the yin and the yang of duality, how it ultimately creates powerful leaders because of the facets of our experiences. 

Behind the Scenes

Behind the Scenes