Inequality Balls

Motion graphics for espnW's campaign that resized balls to match the real pay gap in sport.

Cannes Lions 2018 — Silver — DesignCannes Lions 2018 — Bronze — DesignClio Sports — Grand Award

Play case film — sound on2:09

Client

espnW / ESPN + Penalty

Agency

Africa Creative DDB

Edu's role

Motion Design

Year

2018

The brief

The gap between men's and women's sport lives in budgets and broadcast minutes, numbers most people scroll past.

The idea

Footballs and basketballs resized to the real disparities in pay, investment and airtime. You can hold the gap in your hands.

What I did

Created the data-driven motion system that sizes the balls to the real pay gap. Product-film lighting, clean type, real numbers. The comparison needs no narration.

Result

Silver and Bronze at Cannes Lions 2018 in Design, plus a Clio Sports Grand Award.

Credits

Creative Direction — Sergio Gordilho

Creative — Guzera Alves, Bill Queiroga

Direction / Photography — Nixon Freire

Editing — Matheus Razera Tibira, Cadu Silveira

Motion Graphics — Edu Menezes

Production — PBA

Sound — Quiet City Music + Sound

Next case

The Real Machado →

Back to the index