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High Five: International Women's Day

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Big Sync music supervisor, Alicia Leinot, celebrates the women of the industry by picking five of her favourite recent campaigns made by inspiring female teams

High Five: International Women's Day

International Women’s Day - the perfect day to celebrate and highlight the work of talented ladies in our industry...not that we should wait until the 8th March to put them on the spotlight, but I'm very happy to share some of the work I’ve come across lately and take five to appreciate those campaigns celebrating women, inclusivity, body positivity and self-love...



VOGUE - 'What’s Changing About Fashion’s Relationship to the Body'

Production: Stadium x Somesuch
Director: Camille Summers-Valli
Executive Producer: Anura Idupuganti
Producer, LA: Erin Karr
Producer, Berlin: Marietta Auras

A message that everybody should love their body as it is. You could say that it is a bit ironic coming from Vogue - which we could blame for being part of the problem - but I see it as a sign that fashion industry is changing and trying to be more inclusive. The film is beautifully shot and I love the V.O with the music.



Dove - 'As Early as Five'

Agency: Ogilvy x Swift
Director: Aisha Ford
Editor: Stacy Peterson
Agency Producer: Stephanie Warner

Dove has been doing a pretty good job on inclusivity and body positivity these past few years. This film brings awareness and shows that discrimination happens from an early age. A very powerful message and a beautiful film by the talented Aisha Ford.



Virgin - 'We’re Better Connected: Skatergirl'

Agency: adam&eveDDB
Senior Planner: Samaneh Zamani
Directors: Lina and Maira / Fridman Sisters

This is a very cute spot for Virgin. The 'skater girl’ falls off her skateboard and finds out that there is a video of her on social media...bad news! First we think she is going to get bullied, but she ends up finding support and her own girl crew who help her to perfect the best skate tricks. It's a nice initiative to remind us that social media can also (and still) bring solidarity and support in 2022.



Mercedes-Benz - 'Immortal Love x G-Class'

Agency: Antoni
Art Director: Tatiana Pakhmutova
Production: Anorak
Post: The Mill
Music: playdis
Music Supervisor: Jade Miranda
Sound Design: String and Tins

This is a good Valentine’s Day surprise - instead of getting the usual ads, this year Mercedes gave us the full remake of 'Romeo & Juliette' x 'Twilight'. A futuristic and dark version of the famous love story with vampires. The art direction is on point, alongside amazing costume design and a stunning soundtrack.



adidas - 'Support Is Everything'

Agency: TBWA/NEBOKO
Creative Director: Annie Chiu
Art director: Camila Shoji
Photography: Sophie Ebrard

Opinion might be divided on this adidas post, with some saying it was just to generate clicks or that it’s not appropriate. Aside from the factor of the nudity, the campaign is great because the breasts shown are normal, asymmetrical and a bit saggy, with various form which shows reality - and is a yes to '#FreeTheNipple'.

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Big Sync Music, Tue, 08 Mar 2022 11:30:09 GMT