Google x Ogilvy Lioness
AR app that addresses gender inequality in the advertising industry.
Responsible for:
︎ creative concepting
︎ creatively overseeing: interaction design, production
Partnering with Ogilvy, Google and the Unstereotype Alliance, we upgraded our Lioness AR app that addresses gender inequality in the advertising industry.
Users help 3D lionesses around obstacles in their environment as a metaphor for navigating gender-based challenges in the workplace.
As the user helps the lionesses progress, they unlock voice clips from women in advertising who share a variety of personal, first-hand experiences. Covering topics such as pregnancy and parenthood to exclusion and imposter syndrome, Lioness aims to generate more understanding in our industry — encouraging everyone to help the pride grow.