The narrative finesse of Passion Pictures’ directors againstallodds is on full display in this new animated spot thru agency LOLA MullenLowe for Dove highlighting the brand’s fight for more inclusive representation in gaming.

Tomas Ostiglia, ECD at LOLA MullenLowe: “This represented an opportunity for Dove to talk about inclusion and representation in gaming, using animation for the first time ever.”

“The film is based on the real story of Cinthia, one of the four protagonists that the agency has turned into free downloadable characters for any developers, who participated in the campaign launch and are a part of the Dove and Getty Images’ #Showus image bank.

“The campaign is inspired by new research from Dove, in association with Women in Games, which shows that 60% of girls and 62% of women feel misrepresented in games, with over one-third of young girls’ self-esteem being negatively impacted by lack of diversity in avatar characters. The film is also supported by the statistic that 74% of women wish for more inclusivity in female video game characters.”
 
 

 
Client: Dove

Agency: LOLA MullenLowe
ECD: Tomás Ostiglia
Creative Director: Kevin Cabuli, Jorge Zacher, María García Campos
Creative: Augusto Callegari, Pedro Mezzini
Designer: Alan Chung
Head of Production: Felipe Calviño
Producer: Marina Saro

Production: Passion Pictures
Director: againstallodds
Art Director: Sam Klughertz
Executive Producer: Juliette Stern
Head of Production: Mike Turoff, Juliette Stern
Producer: Xavier Questel
Production Manager: Hannah Lawson
Managing Director: Jason Nicholas

Post/VFX: Passion Animation Studios
CG Lead: Simon Brown, Nia James, Suz Forward, Matthew Jenkerson
CG Artist: Hannah Binney
CG Supervisor: Howard Bell

Music/Sound design: Big Sync Music