Many STEM subjects are still male-dominated. This often leads young women to exclude themselves from these fields, even though they have long had an interest and potential in them. We were commissioned to develop a social media video series that opens up new perspectives while remaining accessible and inspiring.
The focus is on questions that young people are actually concerned with: Is this course of study right for me? What does everyday life look like? And can I really make a difference with it? In a workshop we conducted with the HSNR’s Equal Opportunities Office, it became clear what matters most: approachability. Role models. Projects that show how relevant and versatile a degree in technology, IT, mathematics or natural sciences can be – especially for young women.
Client: Hochschule Niederrhein
Concept & Strategy: Studio Praam
Production: Studio Praam
Director & DoP: Kevin Mohr
AC1: Malte Brinkmann (bildmühle)
Photography: Studio Praam & Kevin Mohr
Cut & Colorgrading: Kevin Mohr
Animation: Studio Praam
Hair & Make-up: Alina Weber, Elena Kitsios, Jasmin Zelenko
The films present various role models and follow a common structure, but are individually tailored to each person. Our goal was not to make films about the women, but with them. This creates a genuine connection to the role models. In preliminary discussions, we worked out together which projects, thoughts and goals should be the focus. For maximum authenticity, the role models themselves narrate the voice-overs for their films. We used their original quotes, which clearly sum up their attitudes.
The cinematic images focus on the individuals and remain authentic thanks to the voice-overs. The result is not a classic image film, but a portrait. Personal, but not private. Professional, but not distant. The protagonists do not represent a field of study, but rather an attitude: that STEM courses can be feasible, exciting and meaningful. And, of course, regardless of gender. We deliberately chose to show only female role models, without addressing or emphasising this. Because sometimes it is the things we take for granted that move us the most.
We took the university’s slogan (‘Dein Weg.’ – Your Way.) and developed it into the basic idea for the film series. ‘My path. Your path.’ As an invitation to identify with and think further. And the university can also continue to present this path of role models. With the help of the additional photos, they can introduce the protagonists and their projects in detail. And thus further increase the interest of prospective students.
Studio Praam
van Amstel & Prangen GbR
Lewerentzstraße 104
47798 Krefeld
