BRIEF: BRING AN ANTHEM FOR BOSS LADIES TO LIFE
Our friends at YouTooCanWoo asked us to write and direct the music video for Deidre & the Dark’s “Boss Lady.” As women and bosses, we jumped at the chance to explore female confidence and power with a Bond-inspired narrative and menacing objects ripped from the pages of Better Home and Gardens circa 1962.
SOLUTION: AN ABSURD WORLD THAT CONFRONTS OUR INNER BOND VILLAINS
Our concept centered around the internal struggle many women experience, with Deidre playing several versions of herself: a powerful “boss lady,” a regular woman who is being tested with everyday objects and expectations, and a greek chorus of lab assistants observing the “test” in progress. We used old advertisements from lifestyle magazines of the 50’s and 60’s to bring each challenge to life, highlighting the absurdity of messaging to women, and comically simplifying the complicated issues of feminine expectations and personal doubt to encourage all women to embrace their inner Boss Lady.