WGEA
GENDER PAY GAP
Government Agency WGEA required a topline video to communicate the difference between Gender Pay Gap
and Equal Pay for the WGEA website and social platforms.
The concept for the idea of the video was created to use the lift
as a metaphor for career progression. The levels signify the progression and the hurdles women face in their career, forcing them to get off the lift early. The men however, remain in the lift
as a symbol of how unaffected their career is overtime.
Working alongside copywriter Julia Bonello, a script was established for subtitles and a voiceover to communicate the message.
Art Direction - Liza Vella
Copywriter - Julia Bonello
DOP - Sean Thomas
Director - Darren Ralph
Production - Amanda Davies
Stylist - Jenni Booth
Selected Works
ROCKY ROAD MALLOWSArt Direction
CRAFTED SOURDOUGHArt Direction
ATELIER CHILDBRANDING & DESIGN
DAVID JONES BEAUTY - SUMMERART DIRECTION
BWSART DIRECTION
DAVID JONES MENSWEARArt Direction
WOOLWORTHS BTS 2020 CATALOGUEART DIRECTION & DESIGN
WOOLWORTHS BBQ RANGEART DIRECTION
SMITHS BBQART DIRECTION
JATZ DRUMSTICKART DRIECTION
GAYTIME CRUMBSART DIRECTION
MILKHOUSEBRAND IDENTITY & DESIGN
BRAS'N'THINGSDESIGN. POS. PACKAGING
Fashion Art DirectionFashion
OreoArt Direction
DAVID JONES BEAUTY - WINTERART DIRECTION
Interiors Home BookInteriors David Jones
WOOLWORTHS CHRISTMAS 2020 CATALOGUEART DIRECTION & DESIGN
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Liza Vella © 2021