With the intention of starting a discussion, and raising awareness of the poor representation of women working in STEM (Science, Technology, Economics and Maths), the film opens with close up shots that slowly track over the faces of several young girls, alongside the slogan “I’m Pretty.”

The second half of the film changes the tone by simply appending the words, “Curious”, “Intrigued”, “Focused”, “Determined” and “Inventive” to the sentences, and panning out to show the girls in context: standing in laboratories, amongst wind turbines and inside a huge observatory. The Mill’s Colour team gave the spot a soft grade that kept the film’s aesthetic cohesive despite being shot in distinct locations. 

EDF explains the reason behind their campaign, “In the UK , only 1 in every 7 people who works in science, technology, engineering and maths is female. Our ‘Pretty Curious’ campaign aims to change that by sparking the imagination of young girls, inspiring them to stay curious about the world around them, and continue pursuing science-based subjects at school – and in their careers.”