Procter & Gamble brand Olay is running “Make Space for Women”, a Super Bowl advertising campaign featuring Canadian YouTube creator Lilly Singh, U.S. actress Busy Philipps and retired NASA astronaut Nicole Stott. The trio set of an space expedition overseen by Mission Controller Taraji P. Henson and reported on by news anchor Katie Couric. The commercial was inspired by the October 2018 all-female spacewalk by Christina Koch and Jessica Meir, residents of the International Space Station. In the lead-up to the Super Bowl Olay announced that one dollar would be donated to Girls Who Code for every tweet using the @OlaySkin tag and #MakeSpaceForWomen hashtag. The campaign pays homage to the women of STEM industries and disciplines (Science, Tech, Engineering, Mathematics) who are blazing the trail for future generations.
Madonna Badger, Chief Creative Officer, Badger & Winters: “The Super Bowl is advertising’s biggest night, which is why we wanted to go big as well. With ‘Make Space for Women,’ we loved combining a bit of wordplay with the very serious world of science and technology — a world, by the way, that continues to exclude women in large numbers. We’re very excited to partner with Olay to help change that and thrilled to be working with so many talented women behind the camera.”
Olay Make Space for Women Credits
The Make Space for Women campaign was developed at Badger & Winters by chief creative officer Madonna Badger, president Jim Winters, managing director Natalie Troubh, head of production Celeste Holt-Walters, executive creative director Grace Chu, associate creative directors Matthew Scott, Kristen Murphy, James Best, art director Nate McCain, senior producer Julie Amenta, and agency producer Willem Koppel.
Filming was shot by director Jamie Babbit via Independent Media with director of photography Janusz Kaminski, executive producers Susanne Preissler and Liam Ahern, head of production Fern Martin, line producer Denise Roccietti, and production designer Steve Saklad.
Editor was Kim Bica at Arcade Edit with executive producer Sila Soyer, producers Ellen Lavery, Sarah Schachte, and assistant editor Chris Angel.
After effects were by Scott Pallo.
Visual effects were produced at The Mill by executive producer Anastasia von Rahl, producer Katherine Maidment, production coordinator Mary Mondrus, production support team Ellie Thwaites and Siddharth Baloni, creative directors Becky Porter and Bowe King, 2D leads Scott Johnson and Renjith Raveendran, CG supervisor Gaurav Mathur, motion graphics team Corey Dimond and Patrick Kipper.
Color was produced at Technicolor by senior colorist Sparkle and commercial producer Casey Odell.
Sound was produced at Heard City by audio mixers/sound designers Elizabeth McClanahan and Evan Mangiamele, managing director Gloria Pitagorsky, producer Andi Lewis, and executive producers Sasha Awn and Jackie James.
Music was composed by Penka Kouneva.
STEM students were Brianna Acosta, Jaila Brazzle, Camille Chase, Maria De La Torre, Rebecca Hochma Fisher, Autum Hudson, Sara Kamine, Marcha Iatrungrit, Olivia Lewis, Christina Miller, Myra Modregon, Krystel Roche, Janine Chua, Manju Bangalore, Christina Michalov.