Woman Drives

FEATURED WOMEN: Truck Driver - Megi Mekerishvili DJ - Elene Sabiashvili Photographer - Natela Grigalashvili Goldsmith - Ina Natsvlishvili Off-roader and her Co-pilot - Maia Goshadze, Mariam Khositashvili Conductor - Keti Kartvelishvili Head of Sukhishvili Academy - Ninuka Sharashidze Shepherd - Tsiuri Gigauri Ranger - Eka Bachilava Miner - Nato Abesadze Researcher - Nata Bukia Publishers - Ana Kiasashvili, Mariam Kvitsiani Mechanic - Lika Maisuradze Chef - Nino Lashkhi Chief Operating Officer - Irina Kitiashvili Occupational Safety Manager - Tika Gagnidze Surgeon - Teona Danelia Emigrant - Keti Mumladze Head of Video Production - Maia Gurabanidze Script Author - Diana Anfimiadi Voiceover by 78-year-old doctor from Borjomi - Zeinab Lekveishvili CLIENT - TEGETA Chief Marketing Officer - Elenka Kokhreidze Chief Strategic Communications Officer - Tatia Khorbaladze Senior Art Director - Teona Kokhodze CREATIVE STUDIO - JOYBOY Creative Director - Giorgi Kvitatiani Executive Creative Director - Lasha D. Kotori Senior Art Director - Luka Ivanidze Senior Designer/Typography - Giorgi Khardziani Art Director - Nutsa Kakulia Copywriter - Sopo Lomineishvili Motion Designer - Ako Rekhviashvili Illustrators - Mariam Kotishadze, Ana Melikjaniani Account Manager - Nino Kristesiashvili Creative Team - Ani Melikjaniani, Shio Peikrishvili, Mariam Tepnadze, Mariam Kotishadze, Mariam Razadze DIRECTOR - Giorgi Meshveliani DIRECTOR OF PHOTOGRAPHY - Nika Kachibaia 2ND UNIT OPERATOR - Tato Kotetishvili PRODUCTION COMPANY - INDUSTRIA Head of Production - Maia Gurabanidze Executive Producer - Sandro Gabilaia Producer - Keti Ka 1st Assistant Director - Gvantsa Zhuzunashvili Technical Director - Guram Mosikashvili Production Coordinators - Mariam Romelashvili, Irinola Tlashadze Art Director - Anka Gabunia Location Manager - Nikusha Nemsadze Production Assistant - Salome Alimbarashvili Transport Manager - Davit Peradze Makeup - Veriko Bedeladze Financial Director - Maka Labadze Financial Coordinator - Teko Gurabanidze Photographers - Giorgi Nikolaishvili, Irinola Tlashadze, Niko Agladze CAMERA & LIGHTING Gaffer - Acho Samkharadze Lighting - Giorgi Samkharadze Focus & Camera - Ina Nerserian 2ND UNIT Gaffer - Giorgi Chopliani Camera - Giorgi Pkhaladze, Nika Sachaleli DRIVERS - Gia Chalauri, Avto Ugulava, Gia Tetradze, Giorgi Zakaidze MUSIC - Araushavs – "Oh Margarita" ORIGINAL MUSIC AUTHOR - Tamar Ishkhneli POST-PRODUCTION Post-Production Producer - Ekaterine Davitashvili Editor - Tazo Jobava Sound Design - Uzupo Colorist - Mindia Inasaridze SPECIAL THANKS - Lana Chologauri, Tea Tiginashvili, and Dato Maisuradze

TEGETA is Georgia's largest automotive brand, built on decades of male-dominated identity. The auto industry in Georgia has been one of the most gender-divided sectors, where women's representation remained critically low and stereotypes ran deep. In 2023-25, TEGETA began actively challenging this, growing women's representation in top management from 7% to 32% and reaching 24% female employees across the company, including mechanics, engineers, and branch directors. The brand signed the UN Women's Empowerment Principles and partnered with UN Women Georgia and UNFPA Georgia. But internally changing was not enough. TEGETA needed to say it out loud to a country that still casually jokes "women can't drive." On International Women's Day we asked one question Georgia couldn't ignore: if women drive the country, why assume they can't drive a car? We found 27 real women driving Georgia forward across every field: a truck driver, a surgeon, a miner, a shepherd, a conductor, a chef, a mechanic, an off-roader, a publisher, a ranger, a goldsmith, a DJ, and more. No actresses. No scripts. No sets. Two crews shot across 8 regions and 11 cities in two days, capturing each woman in her real environment. The voiceover belongs to a 78-year-old beloved village doctor. The soundtrack is a cover of Debi Ishkhneli, Georgia's legendary all-female singing group, rerecorded by a contemporary female artist. Each woman received her own individual colour grade honouring her world. In Georgian, "drive" and "manage" are the same word, giving the title a double meaning every Georgian instantly feels. This is also the first March 8th campaign in Georgian history to feature a disabled woman. The results spoke louder than the joke ever did: 8M+ views, reaching 2.5 times Georgia's entire population, a 500% surge in brand interaction, all earned, never paid. Inside the company, women in top management grew from 7% to 32%, with 24% of the workforce now female, including mechanics and engineers. Outside, it became the first March 8th campaign in Georgian history to feature a disabled woman. 27 real women, zero actresses, 8 regions, 11 cities, 2 days, 2 crews, one film, and one question that a country is still answering.