Eva Lazarus spits maternal truths for Elvie

Eschewing the cleverness of their tech and instead throwing the spotlight on the ingenuity of the anatomy it aids, Elvie's anthemic Smart Bodies makes a dynamic statement.

Fronted by multi-genre artist Eva Lazarus, herself a breastfeeding mother, the film's confident choreography and enlightening lyrics - co-written by the team at Mother and Lazarus herself - makes for a bold, whoop-worthy celebration of womanhood and motherhood, enjoyably constructed by director Olivia Rose and with canny casting from Jinjo.

“Elvie continues to hear from women that they want respect and recognition for their bodies no matter their size, shape or stage of life – and don’t want to be held to societal standards,” said Aoife Nally, Chief Marketing Officer of Elvie. “As we celebrate International Women’s Day, it’s time we bust long-standing taboos and create tech that women deserve. Our goal is to empower and enable women to achieve everything their bodies are capable of.”

“I wanted to get involved with Elvie on this new project because of the fears I had prior to becoming a mother," adds Eva Lazarus. "Normalizing all of the associated experiences of womanhood/motherhood are so important and as a new mum, I found it liberating to celebrate how inspiring it is that our bodies are undeniably smart and strong.

"I would love women to take that away from this campaign and feel emboldened. We are magnificent!”