Gender equality may be a subject that’s on everyone’s minds in 2017, however, a new film directed Jake Dypka through Indy8, invites viewers to actually see a gender divide, through clever use of videography.

“Open your eyes”, which debuted at Saatchi & Saatchi New Directors’ Showcase in June, examines stereotypes projected onto young boys and girls in a unique way. Starring celebrated poet and spoken word artist, Hollie McNish, the three minute long film packs a powerful punch.

Using spoken word to highlight gender disparity, McNish’s poetry is accompanied by a series of beautiful visuals. Throughout the course of the film, we see the struggle gender divide spawns as two babies grow up alongside, treated different only because of their genitalia.

Designed to tell two different stories simultaneously, two 2D films are projected onto a 3D screen; one depicting female experience of gender (pink) , the other of male (blue). Viewers can switch between the two films simply by donning a pair of bespoke glasses, either one’s which have two left (blue) lenses or two right (pink) lenses. Thus, the editorial power is handed over to the audience for a completely personal and interactive viewing experience. Not only is this a clever trick that reinforces the film’s underlying message, it also makes an eloquent point about seeing things differently, in a very literal sense.

For online viewing (watch here), the films run side by side in a split screen format, which, in a way has a deep significance, also.

“Open your eyes” follows on from Dypka’s previous film, “Embarassed” which was selected for the 2016 New Directors’ Showcase and also starred McNish. Once again shining light on a fundamental hypocrisy, “Embarrassed” effortlessly articulates the daily struggles faced by nursing mothers. Heartbreakingly honest and fueled by frustration, McNish vocalises the pressure to conform to contradictory rules about female nudity enforced by a patriarchal society.

No less poignant, “Open your eyes” speaks volumes about the way that we are passing on inherent cultural bias and perpetuating damaging stereotypes. Using creativity to shed light on a serious issue, the film enables viewers to see through pink or blue tinted lenses, and in doing so, change their perspective entirely.


Production Comapny: Indy8
Client: Saatchi & Saatchi
Campaign: Open your eyes
Words by Katy Pryer