The uncomfortable zone
This arresting campaign for Kotex explores all the ways in which women are made to feel discomfort in a world in which real progress towards sexual equality seems forever delayed.
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Credits
powered by
- Agency Capital A
- Production Company Rakish
- Director Jaci Judelson
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Credits
powered by
- Agency Capital A
- Production Company Rakish
- Director Jaci Judelson
- Executive Producer/Managing Director Preston Garrett
- Executive Producer Gabe Reiter
- Edit Company NOMAD Editing Company
- Editor Amanda Moreau
- Executive Producer Julia Williams
- Producer Nicole Murray
- Audio Post Sonic Union
- Audio Mixer Rob DiFondi
- Music Company Able Baker NYC LLC dba Halo Music & Sound
- Creative Director Peter Gannon
- Music Supervisor Molly Salas
- Production Service Cake Film & Photography
- Executive Creative Director AJ Hassan
- Executive Producer Lindsey Brusnighan
- Head of Production Heather Weinstock
- Creative Producer Chiara Useche
- Line Producer John Malina
- Creative Director Spencer Hord
- Colorist Aubrey Woodiwiss
- Composer Matt McGinley
Credits
powered by
- Agency Capital A
- Production Company Rakish
- Director Jaci Judelson
- Executive Producer/Managing Director Preston Garrett
- Executive Producer Gabe Reiter
- Edit Company NOMAD Editing Company
- Editor Amanda Moreau
- Executive Producer Julia Williams
- Producer Nicole Murray
- Audio Post Sonic Union
- Audio Mixer Rob DiFondi
- Music Company Able Baker NYC LLC dba Halo Music & Sound
- Creative Director Peter Gannon
- Music Supervisor Molly Salas
- Production Service Cake Film & Photography
- Executive Creative Director AJ Hassan
- Executive Producer Lindsey Brusnighan
- Head of Production Heather Weinstock
- Creative Producer Chiara Useche
- Line Producer John Malina
- Creative Director Spencer Hord
- Colorist Aubrey Woodiwiss
- Composer Matt McGinley
Being groped, shamed, judged, objectified, dismissed. Knowing that your most personal decisions are not yours to make, knowing your potential has been thwarted due to your gender.
These and myriad other reasons women and girls experience unease are highlighted in this powerful film, brilliantly scripted by ECD AJ Hassan, and directed by Jaci Judelson through Rakish.
Created for Kotex by Capital A, it’s part of the #ProgressFeelsLike campaign, which, in the run up to International Women's Day (8 March), calls for reflection on women's rights, with a mix of archival footage and live action that authentically depict women's experiences across cultures and continents.
In a global study conducted in September 2023, Kotex uncovered that nearly 60 per cent of women feel that the speed of progress is either stagnant or moving slowly for them, and that worryingly, the feeling of lack of advancement is stronger among the younger generation.
