Tuesday, January 23, 2018
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Top Spot of the Week: Proximity Barcelona Dispels Gender Stereotyping In Audi Spain's Short Film "Ever After"

By

Robert Goldrich
Wednesday, Jan. 10, 2018

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On the night before Christmas, a father tells a story to his daughter. Although the dad tells a classic tale, the girl imagines a totally different story--one in which she is a hero race car driver.

Titled Ever After, this short film--a combination of 3D animation and live-action footage--is part of an Audi Spain campaign conceived by agency Proximity Barcelona that looks to raise awareness of how classic tales include gender stereotyping. The Audi Spain work claims the power of imagination to fight against these stereotypes.

Inspired by Audi racing driver Michèle Mouton, the first woman ever to win a race in the World Rally Championship in 1981, the protagonist of Ever After is a young girl who dreams up a fairy tale free of gender stereotypes whose plot, unlike a traditional story, has girls who are just courageous and independent as a handsome prince.

Produced by animation studio post23 and directed by Jordi García, who was head of animation on Audi’s earlier acclaimed short film The doll that chose to drive, the new Ever After film includes live action scenes directed by Fernando Trullols Santiago, winner of the Goya 2012 prize for the Best Short Film and an assistant director on films such as A Monster Calls and Truman.

Ever After is now available on the official Audio Spain channel on YouTube and its Facebook, Twitter and Instagram profiles. The short film will also be screened on Movistar + and in more than 90 Spanish cinemas.

Credits

Client Audi Spain Agency Proxmity Barcelona Eva Santos, global chief creative officer; Carles Alcon, creative director; Anna Soler Chopo, creative supervisor; Bruno Spagnuolo, Juan Cantero, Sonia Fernandez, art directors; Edu Escudero, copywriter; Patricia Urgoiti, strategic planner;; Maria Soler Chopo, production director. Animation post23 Jordi Garcia, animation director; Bor Arroyo, art director-animation. Production Sr. Alce  Fernando Trullols Santiago, live-action director. Musical Direction and Sound Making Music In Silence Jesus Diaz, composer

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