#Timeto

CANNES

These films were a part of the #MeToo movement which was a response to the Harvey Weinstein scandal. Misogyny and sexual harassment is rife in the advertising industry, and these adverts were specifically designed to combat this.

The original scripts featured the perpetrator as well as the victim. Casting this man would have been difficult, because by showing one type of man, you exclude another. Because of this, I decided to focus purely on the victim in extreme close-up and to never to see the perpetrator - we just hear him off camera.

It wasn’t until we started casting that we saw how much more powerful this made the films. Shooting in such a close and intimate way meant that you empathised so much more with the awful situation that these women were put in.

Pitch Win