Brand | WOMANITY FOUNDATION |
Product/Service | WOMANITY FOUNDATION |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Consumer Services / Business to Business |
Idea Creation
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TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
PR
|
ELEVEN PR Dubai, UNITED ARAB EMIRATES
|
Production
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DEJAVU Dubai, UNITED ARAB EMIRATES
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Production 2
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STUDIO NUTS Rio De Janeiro, BRAZIL
|
Additional Company
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D&F LABS Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
In the Noble Speech, scientists like Dr. Esther Lederberg - who was part of a team of scientists who pioneered microbial genetics and should have won the Nobel Prize actually gets to giver her acceptance speech.
Dozens of previous Nobel Prize ceremonies were analyzed to ensure that the created scenography looked as authentic as possible. The scientists’ hairstyles and apparel that were in vogue in the year they should have won were replicated, making the cast the only real element of the film, while the rest was entirely crafted using technology.
Traditional deep-fake algorithms require a large data set of source faces to successfully replace a target. Since only a few photographs of the selected scientists are available, the faces were first recreated using CGI. The resulting 3D faces were then interpolated into the algorithm, achieving convincing face replacements from only one source image.
Cultural / Context information for the jury
Fighting for gender equality in the world’s most unequal region.
According to World Economic Forum’s Gender Equality Index 2021, MENA remains the region with the biggest gender gap (60.9%), which at the current relative pace, can potentially be closed
in 142.4 years.
For decades, in the male-dominated field of science, many female scientists have had to witness their achievements being attributed to their male colleagues, leading to the women being omitted from Nobel Prizes.
For instance, in the early 1950s, Dr. Esther Lederberg - for example, was part of a team of scientists who pioneered microbial genetics. Despite her substantial contributions to the field of microbiology, the subsequent 1958 Nobel Prize was only awarded to her male counterpart.
This erasure of their legacy and place in history was a slight that was never corrected.
We could continue to empower Arab women and inspire the next generation of female scientists.
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Joe Lahham |
TBWA\RAAD |
Managing Director |
Jennifer Fischer |
TBWA\RAAD |
Chief Innovation Officer |
Alex Pineda |
TBWA\RAAD |
Executive Creative Director |
Jim Robbins |
TBWA\RAAD |
Executive Creative Director |
Dan Leach |
Eleven PR |
PR Consumer Director |
Maian Alken |
TBWA\RAAD |
Associate Creative Director/Copywriter |
Hugo Agostinho |
TBWA\RAAD |
Art Director |
Camilo Alzate |
TBWA\RAAD |
Designer |
Julian Perico |
TBWA\RAAD |
Senior Art Director |
Camilo Rojas |
TBWA\RAAD |
Motion Designer |
Zeina Abuzaid |
TBWA\RAAD |
Motion Designer |
Mehwish Rafi |
TBWA\RAAD |
Strategy |
Reem Shamoun |
Eleven PR |
Senior PR Account Manager |
Romy Abdelnour |
TBWA\RAAD |
PR & Communications |
Zain Mir |
TBWA\RAAD |
Developer |
Hasan Al Iessa |
TBWA\RAAD |
Community Manager |
Marianne Sargi |
TBWA\RAAD |
Head of Production |
Nelly Chahwan |
TBWA\RAAD |
Producer |
Sarah Arslan |
TBWA\RAAD |
Producer |
Ezzat Habra |
TBWA\RAAD |
Traffic |
Naveen Madurakariyan |
TBWA\RAAD |
Traffic |
Lucy Eldred |
- |
Proofreader and Copy Editor |
Tanseer Saji |
D&F Labs |
Machine Learning Lead |
Simon Allen |
- |
Compositor |
Richard Baker |
D&F Labs |
Image Generator |
Aeyaz Hassan |
- |
Cameraman |
Shamsher Walia |
D&F Labs |
Head of Innovation |
Valeria Lima |
Studio Nuts |
Production |
Tico Moraes |
Studio Nuts |
Production |
Cristiano Porfirio |
Studio Nuts |
Production |
Thiago Storino |
Studio Nuts |
Retoucher |
Janaína Villas-Bôas |
Studio Nuts |
Production |
Letícia Costa |
Studio Nuts |
Project Manager |
Marco Nogueira |
Studio Nuts |
CGI Artist |
Ricardo Neto |
Studio Nuts |
CGI Artist |
João Figueiras |
Studio Nuts |
3D Animation |
Kim Mendonça |
Studio Nuts |
Animation Look Dev, Rendering and Post-Production |
Links
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