Action for women's equality

#WeCanPlayIt

#WeCanPlayIt is more than a campaign—it’s a movement. Designed to highlight the crucial role of women in gaming, it addresses the prejudice and devaluation they face within the industry. This initiative spans both physical and digital spaces, not just raising awareness but creating a space for solidarity. The hashtag #WeCanPlayIt became a tool for action—whenever a woman achieved something in gaming, she could share it on social media, amplifying her voice. At the same time, male allies could use it to show support, proving that gaming should be a space for everyone.

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

Action for women's equality

Art direction
Illustration
Advertising Campaign

#WeCanPlayIt is more than a campaign—it’s a movement. Designed to highlight the crucial role of women in gaming, it addresses the prejudice and devaluation they face within the industry. This initiative spans both physical and digital spaces, not just raising awareness but creating a space for solidarity. The hashtag #WeCanPlayIt became a tool for action—whenever a woman achieved something in gaming, she could share it on social media, amplifying her voice. At the same time, male allies could use it to show support, proving that gaming should be a space for everyone.

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

#WeCanPlayIt

Action for women's equality

Softwares Used:
Adobe InDesign
Adobe Photoshop

Every illustration in this project was hand-drawn, meticulously replicating the aesthetic of classic comics to ensure visual authenticity. The process involved deep research into retro color palettes, traditional offset printing textures, and typography choices, all designed to evoke the era of the "Help Formula" while subverting its message.

The color palette was carefully chosen to reinforce the campaign’s theme: pink and blue were used as a direct reference to the ongoing gender divide in gaming, visually representing the tension between men and women in the industry. Yellow was incorporated to echo the bold, eye-catching titles of 1970s comic books, further anchoring the visuals in that era while making a statement about outdated narratives.

#WeCanPlayIt

Action for women's equality

Essence Conveyed:
A campaign that turns pixels into protest, reclaiming space for women in gaming.

Imagine flipping through an old comic book from the 70s or 80s—the bold lines, the dramatic shading, the over-the-top action sequences. Now, picture that same aesthetic, but instead of another damsel in distress waiting to be rescued, the spotlight is finally on her. The visuals of #WeCanPlayIt draw directly from the "Help Formula", a narrative device where female characters exist solely to give the hero a purpose. It’s the same trope that kept Princess Peach locked away in castles for decades or turned women into disposable backstories, like in Green Lantern. By adopting this vintage comic book style, the campaign holds up a mirror to the gaming industry, exposing how little has changed. The same outdated tropes, the same sidelining of female gamers, the same assumptions that "women just can’t play"—even when the player base is nearly equal.But this time, the narrative shifts. The #WeCanPlayIt hashtag became a rallying cry, a way for women to take ownership of their achievements and for men to show they stand with them. The campaign didn’t just mimic the past—it rewrote it.