Project
Women Create 2023
Client
Adobe APAC
The Brief
Every Women's History Month, Adobe by shines a light on all the amazing female artists, creators, influencers and businesswomen with their Women Create campaign. The brief asked for a manifesto video that would encapsulate the message of "Ripples to Waves" that lead 2023's Women Create - futureproofing innovation and creativity by investing in female creators today.
The manifesto video needed to use a large variety of content from previous Women Create campaigns, including UGC, but remain cohesive and consistent. On top of that, the manifesto video had to transfer visually across Instagram and LinkedIn, and not look out of place when being shared by the featured content creators and Adobe execs alike.
The result was the following video, drawing inspiration from the bold grunge aesthetic of anti-establishment feminist artists like the Guerilla Girls and the D.I.Y. Zine movement of the 90s, with the bold text treatment that could be found in Barbara Kruger and RayGun.
Due to the nature of many static assets needed to be repurposed, we used a collage approach to create cohesion. The assets were depeched individually, and then incorporated and stacked across compositions to create a highly graphic and scrap-book like approach.
This approach was coupled with the kinetic type to create an impactful and dynamic video that hero'd the copy and kept it engaging.
Finally, post-processing roughness, low-frame rate and noise was used to create the grungy, hand-crafted feel.
