Libresse is a challenger brand, #5 globally, behind the P&G giant Always. We’re outspent and dominated in store. In this hyper competitive environment, we had to showcase how our products were superior. To do this, we decided to focus solely on the night. We believed that if a brand can protect you all night, it can surely protect you during the day (when women+ have more control over their bodies and opportunities to change their protection). Competitor communications consisted of stereotypical depictions of women sleeping soundly on their periods, not a hair out of place. These representations, along with wider culture’s sexualisation of women in bed, masked the reality of night-time on your period. We therefore set ourselves the objectives of connecting meaningfully with women around their periods at night and gaining our fair share of market by shining a light on the reality of periods at night.

The colour grade for this piece had to tread the line between realistic everyday stories and the colourful feelings and emotions onscreen. Made more complex by the low light setting of darkened night time scenes and contrasting vivid VFX and art direction. The grade had to bring all this together and work seamlessly with the direction and edit. A lot of time was spent with the team finessing the material where we found the way in which you experience light and dark, is so heavily influenced by their juxtaposition. It's a grade that you feel intensely, even whilst you appreciate it as a visual feast.