With Ashley Graham as spokesperson, Soleil throws the door wide open to all subjects usually discussed in hushed voices.
Ashley incarnates strength and power with the lightning bolts, the pantsuit and the sound design - in opposition to the typical representation of pregnant women.
Big Strong Woman talks about women but addresses everybody. The idea is to encourage more diversified representation and to stop attributing a certain character trait to a certain gender. Everyone can be strong or vulnerable at different moments in their lives.
Certain aspects of femininity are too often romanticized or enhanced in advertising or entirely ignored. In Big Strong Woman we wanted to do the opposite and to spotlight true stories using crowd sourcing : to show births, hormone injections, miscarriages…
We wanted to represent a wide variety of women. Illustrating all these portraits really mixes everything up in terms of gender.
To be Big and Strong also means being true to yourself, to give yourself the right to take a step back, to quit and respect one’s own limits.
The shots of Ashley in New York were incredible. Even when we were shooting, there was some kind of magic in the air. She was on top of the world, a force of nature.
DIRECTION: SOLEIL DENAULT
CREATIVE DIRECTOR & TALENT: ASHLEY GRAHAM
CONCEPT: JOANNA GRIFFITHS
KNIX CREATIVE DIRECTOR: DAVE BARBER
KNIX COORDO: VICTORIA FINDLAY
KNIX SVP BRAND: BARRY ALEXANDER
ASHLEY’S TEAM: COPPER, MEGHAN HERD, KELSEY MCWILLIAMS, MALLORY CUTLER, FADWA HUSSARI
PRODUCER: KARI HOLLEND
LINE PRODUCER: ADRIAN CHEUNG
DOP: NINA DJACIC
CAMERA OPERATOR: RANDALL M.ROSS
PROD DESIGNER: EUGENE C.
HAIR STYLIST: DANIELLE PRIANO
MAKE UP: KATIE JANE HUGHS
STYLIST: STEVEN LA FUENTE
DESIGNER: BRANDON MAXWELL
BTS PHOTOGRAPHER: LIAN BENOÎT
NYC PM: MEGAN MAYES
COORDO: CLAIRE MCCALLUM
EDITOR: MONICA REMBA
POST HOUSE: MARRIED TO GIANTS
ASSISTANT EDITOR: OLIVIER W-S
ORIGINAL MUSIC & AUDIO: OSO
ONLINE: WINGMAN VFX
COLOURIST: KASSI BELLAMY
TALENT WRANGLER: LOUISE SPINNER