We have stumbled upon a brilliant project on Gender Wars by award-winning French art and creative director Tom Le French named Hold Up! He wanted to address the concept of beauty and danger and this visually appealing project suggests some very interesting ideas.
Tom sums up his evocative project with the line “If beauty is a weapon, who is really pulling the trigger?”. He said he, “thought it would be interesting to create objects that represent female empowerment and objects that show societal norms which can be oppressing,” he explains.
Tom Le French has worked on many different projects with big agencies such as R/GA, BHH and Publicis Groupe. He has done worked for Wilkinson Sword on their advertising, as well as Lurpak and Beats. It is clear he has ample skill as you click onto his website and see the vast array of impressive projects.
His personal work is just as accomplished, as his Hold Up! project shows. He did a project which showed politicians from all over the world holding maracas in their speeches and even the ‘Frenchification’ of album covers which tweaked the names of those we all know so well.
This Gender Wars project is really powerful, but it is interesting to see that despite the pictures being beautifully shot and interestingly created, there is not a single word of comment on website out these pictures. Usually a photographer will give you a title at leat, but interestingly Le French has not. Perhaps he wanted us to form our own opinion of his work without any of his input. HEKKTA likes this project as it represents an edge to the word ‘feminism’. Behind all the make up and high heels there lies a strong woman with huge capabilities and power.