Saatchi & Saatchi New Zealand
5 months ago
Saatchi & Saatchi has created a campaign and full brand identity to support ‘Women’s Work’, a unique exhibition celebrating the work of 21 women photographers from the Advertising and Illustrative Photographers’ Association (AIPA) running over four days from 6th March at the Ellen Melville Centre in Auckland.
Coinciding with International Women’s Day, Women’s Work is an opportunity to explore the female gaze as an alternative to the ubiquitous male perspectives that tend to dominate commercial and advertising photography. While women make up the majority of photography students in NZ universities (up to 70-80% in some courses), the number of women commercial photographers represented by photo agents is much lower, closer to 20%.
The campaign is running across outdoor, social and in interactive screens throughout the Ellen Melville Centre. The images were shot by photographer, exhibition initiator and AIPA vice president Victoria Baldwin. Motion for the campaign was directed by Vicki Leopold, with Fergus Cahill as DOP. Saatchi & Saatchi creative technologist Celine Giovanni, has also created an interactive installation for the exhibition that utilizes heat mapping motion detection to trigger the photographers’ moving portrait, breaking her stare and raising her camera at unsuspecting passers-by.
Kristal Knight, Saatchi & Saatchi creative director and one of the exhibition’s curators said: “The campaign we created for Women’s Work draws the audience’s attention to the fact that most of what they see of the world is in fact the white male view. We want to disrupt this unconsciously accepted norm and offer people the opportunity to experience the world through a different lens: the female gaze.”
“This concept also twists the convention of featuring the work in exhibition collateral, instead turning the camera back on the women behind the work. As viewers, we become the subject matter these photographers are looking at, and we get a taste first-hand of how it feels to be viewed through female eyes. We wanted to create strong, empowering images that celebrate the human beings behind the work, and the women who are an important part of the industry.”
“It has been such an amazing experience working with all the incredible Women behind the exhibition and the lens, and reminded me as a creative director of the responsibility we have to ensure that all perspectives are being represented in the work we create.”
The ambition is for the exhibition to become an annual event, showcasing the work of the industry’s top female photographers.
Media placements were secured with the support of OMD, VMO, Lumo, JC Decaux and Starcom.
Client: Women’s Work - Female Photographers of the AIPA
Exhibition producer: Briar Pacey of Pacey Productions
Exhibition organiser and initiator: Victoria Baldwin
Exhibition co-organiser: Manja Wachsmuth
Creative Agency: Saatchi & Saatchi CCO
Creative Director: Kristal Knight
Design Director: Dennis Grbin
Head of Digital and Content: Amanda Chambers
Head of PR & Social: Isobel Kerr-Newell
Creative Technologist: Celine Giovanni
Production Manager: Shane Kelly
Production Assistant: Jess Robins
Media: OMD, VMO, Lumo, JC Decaux and Starcom.
Director: Vicki Leopold
DOP: Fergus Cahill
Gaffer: Petrice Rhodes
2nd AC: Josh Oliver
DOP Assistant: Petrice Rhodes
Colour Grade: Matic Prunsik
Hair & Makeup: Jaz Gardner
Shot at: Kingsize Studios
Equipment provided by: Panavision
Categories: Events, Sports and LeisureSaatchi & Saatchi New Zealand, 5 months ago