LARA CROFT - AGE REFRESH
Para combater o machismo no universo gamer, atualizamos a idade de uma
das personagens mais famosas da indústria, mostrando o verdadeiro valor
de uma heroína e que todas as mulheres podem ser players
MIAMI AD SCHOOLMIAMI AD SCHOOLCreation Director: Luis Paulo Gatti.
Para combater o machismo no universo gamer, atualizamos a idade de uma
das personagens mais famosas da indústria, mostrando o verdadeiro valor
de uma heroína e que todas as mulheres podem ser players
MIAMI AD SCHOOLMIAMI AD SCHOOLCreation Director: Luis Paulo Gatti.
Art Direction: Carolina Vasconcelos.
Date: May 2021.
Date: May 2021.
LARA CROFT - AGE REFRESH
Scenario:
When Tomb Raider was released in 1996, Lara Croft was 29 years old. Twenty-five years later, a new edition will be released for the PS5, with the same image of the young character. In this launch, we saw the opportunity to address sexism and the objectification of women.
Idea:
Let's create the possibility for the player to choose the age of the character. Ranging from 1996 to 2021, to show that women are much more than the industry stereotype has shown to date. The goal is to have the widest variety of women playing to fight machismo with a strong female gaming community united for the best.
How it works:
1. When entering the PS Store or XBOX Game Store, the user downloads the free DLC.
2. A new link is added to the menu where the player selects which version of Tomb Raider to play. Lara Croft is 29 years old, when the game was released in 1996, or now in 2021, when the character is at the height of his 54 years.
3. This change in appearance will not change the heroine's effectiveness.
4. After the launch of the DLC we will do interviews with women of different ages presenting the idea with various influencers so that more women feel motivated to enter and stay in the gaming universe.