My Roles:
Creative director | Editor| Copywriter | Animator | Camera and Sound coordination
As part of D&AD New Blood 2020, myself and two others embarked on a journey that wasn't going to be an easy feat; to close the orgasm gap for good. The brief set by Teen Vogue and The Case for Her was to use branded content to challenge ideas around female pleasure and sexual wellness, specifically the issues surrounding the orgasm gap. We didn't want to diddle-daddle around all the classic cliche's, showing a couple of egg-plants and peaches and repeating the same statistics that everyone normally sees, but rather find the route cause. (or at least one of them)
We wanted to find the reason, that despite young people seeing these facts and statistics everyday on the cosmopolitan snapchat story, the orgasm gap wasn't shrinking.
In order to truly get an idea of the scale of the problem, we gathered a group of random students who said they'd be open to talk about the topic - without telling them the specifics of course. We asked them all the same set of questions, starting with the key, blunt question we had on our minds: "what is sex"
Almost every single person replied in the same way.
"Penetration"
"propper sex"
"penis in vagina"
This confirmed everything we'd found online in our research, and throughout the rest of the interview, we set out to try and shift the way they perceived sex. An act that is inclusive and where everyone deserves and can experience the same amounts of pleasure. Where foreplay and female orgasms are no longer an 'extra chore' or an 'added bonus'.
You can view our full mockup and article here:
https://xd.adobe.com/view/29f081b2-a8b6-4955-4dd8-9c88c25b5bb2-5fc1/?fullscreen&hints=off
