2022 Winners & Shortlists

LISE

Short List
BrandWOMANITY FOUNDATION
Product/ServiceWOMANITY FOUNDATION
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryConsumer Services / Business to Business
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
PR ELEVEN PR Dubai, UNITED ARAB EMIRATES
Production DEJAVU Dubai, UNITED ARAB EMIRATES
Production 2 STUDIO NUTS Rio De Janeiro, BRAZIL
Additional Company 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

Name Company Role
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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