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OKAY STUDIO: “Advertising Has the Power to Enact Cultural Shifts”

Behind the Work 211 Add to collection

Ahead of their new interview series on LBB’s Behind the Work channel, OKAY STUDIO dive into the importance of pushing boundaries in advertising

OKAY STUDIO: “Advertising Has the Power to Enact Cultural Shifts”
Nothing has the power to challenge preconceptions and offer new perspectives like a good piece of art. In the advertising industry, there’s always been a space for campaigns to come along and push boundaries, whether this is culturally or creatively. Especially in the past few years, representation is growing, as ads tackle a range of topics that are shaping our society going forward. 

One company that is at the forefront of such work is OKAY STUDIO, with their edit, colour grade and VFX artists working closely with creatives on campaigns that go that little bit further to demonstrate advertising’s ability to engage and influence cultural shifts. In the last year alone, OKAY has collaborated on a range of eye-catching campaigns which showcase the importance of breaking societal taboos, challenging outdated notions and offering honest depictions of everyday life.

Edit by Amber Saunders, colour grade by Ruth Wardell, and online by Faris Hallaq

In October last year, for example, OKAY STUDIO undertook the edit, colour grade, and online for sex toy brand Womanizer’s bold new campaign. Partnering with British singer-songwriter Lily Allen (who was named the brand’s Chief Liberation Officer) the #IMASTURBATE campaign wanted to start a positive conversation about female sexual liberation - a topic that is often either avoided or treated with embarrassment by many. 

Edit by Jo Lewandowska

Tommee Tippee’s ‘The Boob Life’ campaign, meanwhile, saw OKAY STUDIO editor Jo Lewandowska collaborate with Manifest LDN and director Fiona Jane Burgess to help redefine how we perceive motherhood and its complex realities. Working to break the taboo around breastfeeding that still persists in wider society, the campaign challenged the ‘one size fits all’ approach to feeding children by offering realistic vignettes of real-life parents.

Bodyform’s latest campaign for sustainable period pants continued to channel this push for realism and authenticity, as AMV BBDO and Canada London called upon OKAY STUDIO’s range of services for colour, flame, and edit to celebrate the reality of periods. The cinematic spot blended surreal visuals and effects with honest, emotionally impactful depictions of menstruation. Empowering and boundary-pushing, the campaign continues OKAY STUDIO’s push to showcase fundamental truths and challenge stereotypical, sanitised depictions of society. 

Edit by Nikolaj Belzer, colour grade by Ruth Wardell, and VFX by Bevis Jones

Now, in order to really shine a spotlight on the industry’s groundbreaking campaigns, OKAY STUDIO is partnering with Little Black Book for a series of interviews that sees key creatives discuss the eye-opening work that resonated with them. Part of LBB’s Behind the Work channel, we’ll explore the importance of breaking taboos, challenging perceptions, and using art to move forward as a society.

Madeline Chapman, Executive Producer at OKAY STUDIO, comments: “We believe that advertising, and film in particular, has the power to enact cultural shifts that will take us closer to a society that is fairer for all. That is why we are thrilled to support this LBB interview series to hear about our industry peers’ favourite groundbreaking work, the kind of pieces that make you stop and think.”

Matt Cooper, CEO of Little Black Book, adds: “LBB has always championed campaigns that push cultural and creative boundaries. Our Behind the Work channel allows us to really dive into the craft and passion that goes into these pieces, so having a series that supports this drive is fantastic. We’re so excited to partner with OKAY STUDIO, hear from some top industry names, and showcase the power of good advertising.”

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OKAY STUDIO, Wed, 05 May 2021 11:05:45 GMT