The photobooth against domestic violence

[02] CONCEPT

Domestic violence affects 1 in 4 women
in Germany.

That is a shocking number, especially for one of the world's most progressive societies, right at the heart of Europe.

Unfortunately, people don't pay much attention to statistics, because they feel like something that only happens to others.
So we decided to show this in a way that everyone could relate to, with a little help from a Berlin icon: the “photo automat”.

[03] DATA

Making the numbers a reality.

Using OpenFace facial recognition software, we created an algorithm that was fed with 1000 photos, so it could learn to identify women's faces. This was, obviously, before AI came to town.
Afterwards, the software applied bruises to one of the four photos before printing, turning a reality that is so often ignored into a palpable, personalized and impactful message that no one could look away from.

In case you're interested on the nerdy details of how we brought this to life, read our interview with FWA here.

[DETECTING_FEMALE_FACE]

[APPLYING_BRUISES]

[04] LAUNCH FILM

[05] CASE FILM & BOARD

[06] CREDITS

Year: 2017
My Role: Senior Art Director

Client: Terre des Femmes

Agency: DDB Berlin
 
Managing Creative Director: Myles Lord
Executive Creative Director: Gabriel Mattar
Creative Director: Ricardo Wolff
Senior Art Director: Jose Gomes
Senior Copywriter: Pedro Lourenço
Account Team: Andrea Razeto, Ben Maass-Stalp, Larissa Braun, Sanja Colli, Tim Jüngling

Production Company: Polyxo Studios
Videographer: Zhong To / CuBird

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