COMFORT IS POWER

Our society has normalized women’s discomfort. Whether it’s situational—the only woman in a subway car—or physical—like cramps that gnaw at our insides—we’re expected to live our lives unfettered by these negative experiences. Power on and they’ll never know. Power through the discomfort.

But there’s Power in Comfort.

So go ahead, take the day off. Take a nap. Prioritizing your comfort and taking back your power is as easy as popping a Midol.

Role: Copywriter

Art Direction: Ricard Valero (Senior AD)

Creative Direction: Tara Nelson-Parker (ACD)

Campaign Components: Broadcast :90, :30, :15s│OLV :06s

Director: Marco Gentile

Production Partners: Pulse Films, Marcello Saurino (Editor), Smider (Music & Sound)

Awards: 2023 One Show Shortlist │Pharma Film; 2022 Gerety Awards │Pharma