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Pink or blue

Only 7% of directors within the advertising industry are female. 
New Directors' Showcase, a renowned platform that shines a spotlight on emerging film-makers at the Cannes International Festival of Creativity, wanted to remind the industry that gender diversity ensures a variety of voices and stories are heard.

During the three-minute production, viewers switched between the two stories using custom-made polarized glasses, empowering the audience to self-edit the action in real-time.

Changing glasses at any point in the film gave an alternative perspective — a unique and interactive way to hand over editorial power to the audience, and elevating the film’s core message of seeing things differently.

It's been organically translated into SpanishFrench, Portuguese and Russian.

Featured on Vimeo Staff PickUpworthy, Campaign and The Independent.

www.saatchinds.com

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