Fernanda Cardoso on How the Google Museum Made a Statement for Women in Football

July 25, 2019

 

  Although you may have been under the perception that times had changed long ago, they never changed that much. This is being rectified at a fast pace. Women have spent far too long being told they were receiving equal treatment while evidence strongly contradicted this. As they say, history is told by the winners of the battle; these days, women like editor Fernanda Cardoso are telling the stories and finally illuminating the truth. Her work and the subject of the most recent film for the Google Arts and Culture and Museu do Futebol (Brazil) validates the notion that great female talent has always been present but placed out of opportunity’s reach. No one could be more fitting to serve as editor on this film which reveals the greatly overlooked plight of females in football (soccer for you Americans) and the injustice that was done to them. Hailed throughout the Brazilian community as a filmmaker with a sensitive eye and an incredible insight into script, Cardoso brought her professional acumen to this Google production.

 

  Directed by Rafaela Carvalho, one of the biggest advertising directors in Brazil, this production is multi-layered. For the Google Arts and Culture and Museu do Futebol (Brazil), the intent was to tell the stories of women involved in football while also promoting participation. The public was encouraged to send photos and texts documenting womens’ place in football history. This is important because in a number of countries including Brazil, England, Germany, and France, women where at one time prohibited to play or even be involved with football. Released prior to the FIFA Women’s World Cup this year, this production raised awareness about a frequently under-discussed part of sports history.

 

  Fernanda was brought in early in the planning stages of this project. As a Lion winner at Cannes and acclaimed editor of documentaries, feature films, and various other productions, her gender was only one factor in her enlistment. The editor herself relates, “This Google soccer museum spot is about the prohibited times for women to play football in huge countries. It would be really strange if a man were chosen to tell this story. I know lots of male editors who are very sensible; you don’t have to be female to have sensibility and softness but if you want to talk about women, why not make it with a female majority crew? It’s becoming more common place to work with female crew members. While I can appreciate and enjoy working with male crew members, it’s a fact that the industry has to open the door and look for female talents with the same eye and money that they look to male talent.” 

 

 

  There’s no denying the gravitas of the final version of this film, or the ability of the editor to manifest it. Set in a stark white empty room, the public was invited to send materials they own that document this empty period of women in soccer to send it to complete this story and “fill this space.” Fernanda’s long cuts that pull the viewer into the emotional space is unavoidable and pleasing while simultaneously an indicator of wrongs done to these women. The voice over is a calm call to action that correlates perfectly with the rhythm Cardoso has established. To date, this video has nearly four million views and was also selected by AdAge as their Editor’s Pick for its impact and excellence. History, society, politics, and sports don’t frequently intertwine but this production by Google points out that we are in the midst of a Tipping Point which, if embraced, will make the world better by simply letting women be who they truly are.

 

 

 

Share on Facebook
Share on Twitter
Please reload

Want to have a story featured?

We thrive on telling the stories industry leaders, making a difference in the lives of others, creating innovative technology, or purposeful art. If you think you have a story to tell, email us at info@frontlineviews.com for a chance to be featured.

  • White Instagram Icon
  • White Twitter Icon
  • White Facebook Icon
  • White Google+ Icon