LUX Change the angle
문제는 선수가 아니라, 카메라의 각도
Film
Campaign board
The translation and summary on this page were generated with AI. Some wording and proper nouns may be rendered imprecisely.
About the campaign
In sports broadcasting, female athletes are often filmed in ways that emphasize their bodies over their performance. LUX's 'Change the Angle' had beach volleyball players attach QR codes to the exact body parts cameras tend to zoom in on. The more the camera zoomed in, the more visible the QR code became — leading viewers to a video calling out sexist filming practices. It flipped the very camera gaze that creates the problem into the medium that exposes it.
AI summary
In sports broadcasts, female athletes are often filmed in ways that emphasize their bodies rather than their performance. LUX's Change the Angle had beach volleyball players wear QR codes on the exact areas cameras tend to zoom in on — the more the camera zoomed, the more the code led viewers straight to a video calling out that very practice.
Cultural context
The sexual objectification of women in sports broadcasting is a globally discussed issue, and this campaign stood out for turning the very camera gaze that creates the problem into the medium that exposes it.