The new multi-channel “House Rules” campaign from Phexxi® features Annie Murphy, coming to us from inside her beautifully decorated vagina as she prepares for a romantic date-night-in. The campaign features Murphy along with a cast of women who discuss various “House Rules” that apply to both their lives and their vaginas. Different rules are used to highlight the benefits of Phexxi, like the fact that it’s hormone-free, works with the body, and is used in the moment. The campaign shines a fresh and empowering spotlight on a totally different kind of birth control that’s available for the millions of women in the US seeking hormone-free pregnancy prevention.

We used visual effects to transform our vagina from its casual, hanging out, getting ready living room setting, to its “Boinga Boinga,” ready-for-action, bedroom setting. The rest was done in-camera with clean-up and enhancements in post.

Every last detail of the production and art direction of our vagina set was carefully calculated and considered. Built completely from scratch, everything from the curved moving arches that draw you into the main space of the vagina to the bedazzled Roomba that the turtle rides, was custom made with the utmost of intention. Countless hours discussing wall shapes, shades of pink, fabric swatches, and lighting fixtures, building a vagina house that was tasteful, elegant, and, without a doubt, vaginal was intricate and incredibly fun. We also had to consider the touches, details, and quirks that made this a personal, unique space, unlike anything anyone had ever seen.

This work is from the United States and is subject to FDA regulations and restrictions for pharmaceutical marketing that include appropriate safety information and context.

Our target included women on any form of birth control who are not using that method for its hormonal benefits beyond contraception–and are not fully satisfied with their choice. It likewise included women who were experiencing side effects or concerned about the long-term impact.