ESPN W. - Make Their Comments an Incentive

In 2019, I had the opportunity to take a Creative Art Direction master's course at Cuca School of Creatives. For the final project partnered with ESPNW, an outlet dedicated to promoting women's sports. I developed the concept for a campaign that turned sexist tweets into a paradoxical commentary, highlighting some of the most successful women in sports.

"It’s no surprise that in sports, women frequently face misogyny. Twitter has proven to be a channel through which men often ridicule them, regarding them as weak images with lack of sports knowledge. We have decided to prove them wrong, searching for sexism posts on Twitter concerning women in sports, as well as infamous sentences commonly used to depreciate them and found out that a lot has yet to be changed.

We then collected those posts and paradoxically, used them on images of women whose efforts in their sport modality go contrary to what they said. The initiative is to encourage women to show men that they are capable of dominating any sport. Proving men wrong. And for that, the ESPN W platform has the mission of inform and inspire female athletes and fans encouraging its users to choose a modality and start revolutionizing athletics and sports."