Johnnie Walker "Fabric of Film"
In the 95 years of the Oscar's, only 3 women have won the award for best director. In 2023, it was another year when not a single woman was nominated. So we decided to roll out a red carpet of our own.
Working with London Embroidery Studio, we paired illustrators with trailblazing directors to create visual odes to women's mark on filmmaking. Then we translated those creations to hand-woven tapestries. These tapestries came together to form one massive carpet honoring directors, many of whom, have not had the opportunity to walk on the red carpet themselves.
Not only did our carpet make an appearance at the Oscars, we surrounded the gesture with a simple call to action: WATCH MORE WOMEN-MADE FILMS. The call to action was supported with a partnership with Mubi, who experienced the largest spike in viewership ever during that March. And a disruptive wild-posting and projection campaign that took over Hollywood the night of the Academy Awards.
