No more period drama, says Bodyform

In an impactful new global campaign created by AMV BBDO, intimate hygiene brand Bodyform / Libresse shines a light on the lifetime of confusion women go through from their first periods to the last. 

Directed by Lucy Forbes, through SMUGGLER, the hero film uses comedy and hyperbolic mixed-media to poke fun at the strange experience of inhabiting a body without the proper knowledge. The post-production, special effects and animation were developed by Framestore, with Creative Direction of Sharon Lock.

With no topic too taboo, from first periods to surprising discharge smells to pain being dismissed by doctors, Never Just a Period aims to initiate an open conversation and education around menstrual health throughout our lives.

The action is accompanied by a unique composition by Soundtree and performed by a female only Greek chorus-inspired orchestra - who feature in the film - combining Toccata and Fugue in D Minor by Bach, with Over and Over by Hot Chip, a perfect blend of old and new that speaks to the historical injustice whilst providing a galvanising anthem for change.