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Meta

The Female Gaze

Agency: makemepulse

Description

Of nearly 2,500 monuments, statues and memorials in Denmark, 28 represent women. Of those 28, only seven portray women rather than mythical goddesses or fairy tale legends like the Little Mermaid.

For centuries, most art has been created by men, for men, meaning the women depicted were seen through a man’s eyes. This is commonly known as “The Male Gaze,” whereby women often have been portrayed as subdued, innocent and without any real power.

Taking inspiration from the theory of The Male Gaze, Meta and interactive production studio makemepulse, introduce “The Female Gaze”, an immersive mixed reality experience developed to raise awareness of how powerful perspective is.

The experience is here: https://www.thefemalegaze.art/

The experience lets the user create their own version of the iconic art piece Young Girl Preparing Chanterelles (1892) by Danish artist Peter Ilsted. By changing the lighting, angle, backdrop, body language and facial expressions, the user can create a multitude of interpretations and entirely change how we analyze an image. The experience is intended to raise awareness of and facilitate reinterpretations of how women have been portrayed in art history.

To demonstrate just that, three female Danish photographers — Kia Hartelius, Sigrid Nygaard and Lina Hashim — who specialise in commercial photography, press photography and art, respectively, will create their own versions of the painting. They are exhibited at Kunsthal Charlottenborg and will be sold as NFTs to support the Danish Women’s Society.

In addition to accessing the experience on desktop and mobile, The Female Gaze is also a VR installation at the Kunstal Charlottenborg Museum.

The activation is part of the “Queens” exhibition which honours the 50th jubilee of Danish Queen Margrethe II. In partnership with the Golden Days Culture Festival, Kunsthal Charlottenborg, B.I.G architects and Meta, the exhibition honors prominent female figures, with or without a crown, who have impacted art, culture and society in Denmark, but don’t have a statue.

This professional campaign titled 'The Female Gaze' was published in Denmark in September, 2022. It was created for the brand: Meta, by ad agency: makemepulse. This Digital medium campaign is related to the Other industry and contains 1 media asset. It was submitted 4 months ago by Brooks: Zoe.

Credits

CTO & Co-founder: Antoine Ughetto
CCO & Co-Founder: Nicolas Rajabaly
Head Of Production: Gregory Bruneau
Executive Producer: Norra Abdul Rahim, Mathias Roumy
Interactive Producer: François Cavalin, Valentin Moreau
Designers: Solène Robichon, Thomas Rousset
3D Artists: Agathe Girard, Anthony Meric, Jérôme Levilly
WebGL Developers: Pierre Lepers, Romane Chouteau
Front-End Developer: Vincent Saisset
Sound Design: Press Play On Tape

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