The brand that originally asked us to make this video has stopped promoting the campaign and is no longer associated with this video.
The campaign certainly had good intentions and was attempting to address an important issue. Howevever: execution matters more than intention, the hairdryer as a symbol is problematic, and it was unclear whether this was intended for students or successful female professionals in STEM industries. This campaign was immediately met with a LOT of criticism. I enjoyed making fun visuals to pair with a well-meaning (yet ultimately condescending and presumptive) script, and we all learned a bit about the role that brands should and should not play in these types of social issues.
Also, hair dryers are dangerous.
My role included: visual concepts, storyboards, hair dryer hacks (design, construction, operation), art direction, sprinkling of motion graphics, and some cleanup in post. I worked with director Geoff Levy and fellow AD Andrea Hamman.
We had a lot of fun on this shoot. My mom was a bit confused why (and probably worried that) I was so excited to use power tools at work. We craftily worked within a tight budget and an even tighter timeline. Our small team and I put in the extra hours again and again to make it all come together. Go team!