Campaign 2: So She Did

Despite the progress we've made in gender equity, women still live with the pressure of how they should traditionally be. HBO Max is about pushing boundaries and breaking rules to expand the “acceptable” narratives of women. We believe that stories are the most powerful way to bring people together, and we want to use our platform to tell more diverse stories about women that are authentic, surprising, and thought-provoking.

With our creative approach, we wanted to highlight the importance of women's perspectives in society by bringing in fragments of a lens—an object typically associated with focusing light—to focus on women’s perspectives. By doing so, we hoped to give a nod to all the stories that are told in an interesting way, as well as encourage others who want their stories heard.

We see glass as a perfect metaphor for this approach: glass reflects light into different wavelengths that represent different depths of stories that are told. Glass itself has no color, but it takes on the color of whatever you put behind it. The same goes for storytelling: you don’t have to use an obvious or traditional storyline when you tell your story—you just have to find the right perspective to get people interested in what you have to say.

In this campaign, we were told to only focus on the design that goes into the product.
We accumulated the large tile collection, a theme tray, the logo,
and a spotlight section for our app.

Additionally, we were tasked with creating six trivia theme collection tiles that would lead to our award-winning film by women. My focus was on highlighting the individual stories that shattered limitations, represented by each shard of glass. The result was a stunning constellation of high-tier titles created by women who paved the way for future generations.