A different lens (updated)

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WELLINGTON, Today: Saatchi & Saatchi has created a campaign and full brand identity to support Women’s Work, a unique exhibition celebrating the work of 21 women photographers from the Advertising & Illustrative Photographers’ Association (AIPA) running over four days from today (Friday 6 March) at the Ellen Melville Centre in Auckland.

Coinciding with International Women’s Day, Women’s Work is an opportunity to explore the female gaze as an alternative to the ubiquitous male perspectives that tend to dominate commercial and advertising photography.

While women make up the majority of photography students in NZ universities (up to 70-80% in some courses), the number of women commercial photographers represented by photo agents is much lower, closer to 20%.  

The campaign is running across outdoor, social and in interactive screens throughout the Ellen Melville Centre.

The images were shot by photographer, exhibition initiator and AIPA vice-president Victoria Baldwin. Motion for the campaign was directed by Vicki Leopold, with Fergus Cahill as DOP.

“The campaign we created draws attention to the fact that most of what they see of the world is in fact the white male view.”

Saatchi & Saatchi creative technologist Celine Giovanni has also created an interactive installation for the exhibition that utilises heat mapping motion detection to trigger the photographers’ moving portrait, breaking her stare and raising her camera at unsuspecting passers-by.

Saatchi CD Kristal Knight (one of the exhibition’s curators) said: “The campaign we created for Women’s Work draws the audience’s attention to the fact that most of what they see of the world is in fact the white male view.

“We want to disrupt this unconsciously accepted norm and offer people the opportunity to experience the world through a different lens: the female gaze.”

“This concept also twists the convention of featuring the work in exhibition collateral, instead turning the camera back on the women behind the work.

“As viewers, we become the subject matter these photographers are looking at, and we get a taste first-hand of how it feels to be viewed through female eyes.

“Instantly it felt like a good fit and the collaboration has gone completely above and beyond our initial expectations.”

“We wanted to create strong, empowering images that celebrate the human beings behind the work, and the women who are an important part of the industry.

“It has been such an amazing experience working with all the incredible women behind the exhibition and the lens, and reminded me as a creative director of the responsibility we have to ensure that all perspectives are being represented in the work we create.”

Photographer Manja Wachsmuth (one of the exhibition’s co-organisers) said: “Even in the early stages of the planning of Women’s Work, we were very aware of the kind of impact we wanted this exhibition to have – to go beyond our own photographic skills and vision.

“We wanted to create something lasting for the women in our industry, as well as touch the public and the advertising industry.

“I approached Saatchi & Saatchi after noticing Isobel Kerr-Newell online and all the attention around her work with breaking down barriers for mothers working in the ad industry.

“Instantly it felt like a good fit and the collaboration has gone completely above and beyond our initial expectations.

“Media placements were secured with the support of OMD, VMO, Lumo, JC Decaux and Starcom.”

“The campaign that the team at S&S has created for us, has been mind-blowing. It’s been an incredible experience and a great learning opportunity for all of us. Especially being on the other side of the table, seeing how the agency presents ideas to a client and the flexibility in media outputs.

How the campaign will impact in the long term is yet to be seen, but it is fair to say that we are incredibly happy with the result and the opportunities it has created.”

Saatchi & Saatchi head of PR & social Isobel Kerr-Newell will participate in a panel discussion this Sunday, bringing together artists and industry professionals to discuss issues around the gender imbalance in the photographic industries that also includes photographer Sara Orme, Geraldine Turney of Match Photographers, and Dr Kaisa Wilson of Gender Tick.

The ambition is for the exhibition to become an annual event, showcasing the work of the industry’s top female photographers.

Media placements were secured with the support of OMD, VMO, Lumo, JC Decaux and Starcom.

Where & when

  • Pioneer Women’s Hall at the Ellen Melville Centre
  • Cnr High St & Freyberg Place, Auckland 1010
  • 6-9 March 2020
  • Fri-Sat 9am-6pm. Sun-Mon 9am-4pm
  • Entry is free with registration.


Client: Women’s Work – Female Photographers of the AIPA
Exhibition producer: Briar Pacey of Pacey Productions
Exhibition organiser and initiator: Victoria Baldwin
Exhibition co-organiser: Manja Wachsmuth

Creative Agency
: Saatchi & Saatchi
CCO: Toby Talbot
Creative Director: Kristal Knight
Design Director: Dennis Grbin
Senior Digital Designer: Rachel Twist
Head of Digital and Content: Amanda Chambers
Head of PR & Social: Isobel Kerr-Newell
Creative Technologist: Celine Giovanni
Production Manager: Shane Kelly
Production Assistant: Jess Robins

: OMD, VMO, Lumo, JC Decaux and Starcom.

: Vicki Leopold
DOP: Fergus Cahill
Gaffer: Petrice Rhodes
2nd AC: Josh Oliver
DOP Assistant: Petrice Rhodes
Colour Grade: Matic Prunsik
Hair & Makeup: Jaz Gardner
Shot at: Kingsize Studios
Equipment provided by: Panavision

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