Film
Fashion
2014
I Will What I Want
Directed by Jaron Albertin
Insight
Performance apparel advertising is hypermasculine and doesn't define "performance" in the eyes of women.
Idea
Use Gisele Bundchen as the new brand ambassador, showing her being her supermodel self while embodying strength and performance.
Execution
A film that shows Gisele fiercely beating a boxing bag as projections of sexist/judgemental comments illuminate the wall behind her.
Notes
Nice film, like the projector technique.