Coinciding with International Women’s Day, Women’s Work was an opportunity to explore the female gaze as an alternative to the ubiquitous male perspectives that tend to dominate commercial and advertising photography.

While women make up the majority of photography students in NZ universities (up to 70-80% in some courses), the number of women commercial photographers represented by photo agents is much lower, closer to 20%. The campaign is running across outdoor, social and in interactive screens.

Saatchi & Saatchi creative technologist Celine Giovanni also created an interactive installation for the exhibition that utilizes heat mapping motion detection to trigger the photographers’ moving portrait, breaking her stare and raising her camera at unsuspecting passers-by.