Cannes Lions
MPC, London / WOMEN'S AID ORGANISATION / 2013
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Description
Developed for the UK charity Women's Aid, this ground-breaking piece uses 3D stereoscopic technology to allow viewers to self-edit the film in “real time” by opening and closing either their right or left eye.
During the course of the 65-second film, two seemingly identical scenarios simultaneously play-out: one shows a normal story of a woman preparing dinner, the other shows the harrowing addition of an abusive husband.
It took meticulous, technical direction to achieve a continuity of action between the two stories. When the audience switch eyes, there is a seamless transition between the scenes, but with crucial differences.
A decision was taken early-on to include both emotional as well as physical abuse to enhance the power of the film and aid comprehension when ‘self editing’. The scenarios were carefully selected from real-life case studies, and the backstories of the characters were considered in order to produce the authentic performances.
Not only has the Director developed the technology for a completely new viewing experience to take place; working with this new technology, he has produced an emotional and authentic film conveying a powerful message.
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