google

refinery29

 

Data-driven feature exploring what the world of gaming looks like for women in 2018. Using highly-stylized photography and subtle animated GIFs in combination with Refinery29’s reveal tool in order to bring to life the information gathered by Google Research.

Research focuses on why most women don’t identify with the term, how women have historically been treated in the gaming community, and what they love about gaming. Each of the visuals represent the broad themes from our research. Exploring the following themes:

1. In the new era of gaming, women are playing in unprecedented numbers. Art Direction focuses on hands holding a vintage game controller, transitioning into the hands holding a Google Pixel/

2. Benefits of gaming: escapism. A visual transition of a hand holding a phone but the background environment goes from boring to fantastical, to match the screen

3.  Women are still under-representation in the game developer community. A .gif of female hand typing on a keyboard surrounded by multiple male hands to represent the lack of gender diversity


 

 
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PHOTO - SAM CANNON

art direction & DESIGN - ISABEL CASTILLO GUIJARRO

PROP STYLING - MICHAEL YOUNKER

MAKEUP - YUUI VISION

NAILS - HOLLY FALCONE AT KATE RYAN

 

new york 2018