Digital
WoMen's Football
Orange · 2023
- Agency
- Marcel
- Campaign
- WoMen's Football
Analysis
Orange's football film used visual effects to expose bias against the women's team. This comparison shows the same play before and after the change.
Visual revealReframing
Why it worked
The matched poses make the substitution clear. The reveal asks viewers to judge the skill they already admired.
Lesson
Let the audience form a judgment before you reveal its hidden assumption.