Creative Studio Versus Shows That #ChangePays for S&P and Publicis

Creative studio Versus was recently tapped by Publicis to help create a social responsibility campaign consisting of eight live-action spots and eight animated videos for S&P Global. Aimed at a global audience, the #ChangePays campaign illustrates that gender equality in the workforce not only makes the world a better place, it also makes financial sense. Built off a 60-second master film with a series of cut downs, these videos are rolling out now on S&P’s website and social media channels.

Shot as an empowering manifesto by director Danielle Katvan of Harbor, the live-action spots feature 160 girls from all over the world addressing the camera with confidence and authenticity, to convey the human side of the numbers. These girls bring the statistics to life by forming a human pie chart that represents the vital facts on workplace gender parity as a driving force for success. Juxtaposed with building graphics, these spots effectively illustrate the stunning humanity that lies within the numbers.

For the social campaign, Versus needed to find an approach that showcased that same balance of humanity and information. To do so, the animation team created a video canvas of bold yet fluid visuals with faces and compelling statistics born out of the S&P brand elements. These poppy yet sophisticated treatments called out the brand’s key messaging and will be featured on all the company’s social networks (Facebook, LinkedIn, Twitter, and YouTube).

Led by executive creative director Justin Barnes and editor Brian Sanford, Versus was responsible for all editorial, design, animation, and live action VFX supervision across all campaign elements.