Context
What we don’t see or choose to ignore impacts us just as much as what we do see. Now, technology has become the source of truth, sidelining the stories of the streets, our roots. For this fashion line that revives hand embroidery (as an ancestral teaching), we pay homage to the street dwellers who inspire the “Street Pride” concept and urge us to remove our technological blinders to touch our reality.
Objective
To raise awareness of the need to rediscover and value the true inner strength that allows us to proudly show who we really are, without relying on standards that block our well-being.
Idea
Depicting a woman from the not-so-distant future, living in a world where male domination no longer exists. Managing her life and surroundings, she has turned men into just another aspect of her daily routine.
Implementation
For this campaign’s implementation, we created a short film depicting a world where sexism no longer exists—an ideal yet attainable place where “Alpha” is not synonymous with man or masculinity, but with power, in this case, feminine power. Thus, we crafted a script in which a woman dominates a man in various scenarios, but in reality, he is a mannequin utilized for her own advantage.
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Works
Agency: X Media Strategies Producer Company: Cresta Media General producer: Carlos Espinosa Actors: Jose Anthony, Cira Valenzuela Director & Creative: Jhony Cubides Executive Producer: Vanessa Quintanilla Producer: Joseph Espinosa, Rosa Lemus DP: Nicolas Vallejo Producer Designer: Angelica Cubides Sound Director & mix: Edward Cubides Editor: Jorge Velez Color: Nataly Yepes Makeup artist: Amanda Rose