Saatchi & Saatchi
New Director's Showcase 2017
Saatchi & Saatchi's New Directors' Showcase shines a light on the world's best emerging film-makers. This year, the focus was on gender and opening more doors for female talent.
There’s a need of diversity within directing as there’s only 7% female commercial directors. New Directors' Showcase, as a renowned platform to inspire and shine a spotlight on new directors in the Cannes International Festival of Creativity, felt the urge to remind the industry that diversity within directing ensures a variety of voices and stories.
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Pink or blue
Pink Blue is another collaboration project between Jake Dypka and Hollie McNish based around the theme of gender. Commissioned to open the Saatchi showcase in Cannes the film uses 3D technology to allow the viewer to switch between two different versions of the film depending which set of glasses they view it through.
The audience experienced the film in a unique way in the Palais in Cannes, which married technology with emotion. Through the power of 3D technology two different stories were presented to the audience simultaneously: one depicting the "male" experience of gender stereotyping and the other the "female" experience – whilst Hollie performs the powerful spoken word narration.
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.
Agency: Saatchi and Saatchi
New directors' showcase 2017
Creative director: Celeste Dalairac
Art director/Designer: Miguel Sousa
Art director: Jose Hernandez
Copywriter: Victor Moron
Directors: Jake Dypka and Hollie McNish
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