Film Craft > Production

#WOMBSTORIES

AMV BBDO, London / ESSITY / 2021

Awards:

Silver Cannes Lions
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Film
Supporting Content
Demo Film

Overview

Credits

Overview

Write a short summary of what happens in the film.

Wombstories dared to go where no other brand has gone before, into the womb, to bring to life wombworlds and their wombdwellers. The film weaves together multiple storylines and marries animated wombworlds and real life action which is all housed in a cosmic uterus universe. It is a visceral emotional rollercoaster of love and hate, pain and pleasure and the good and the bad. It shows the truth of life with a uterus - that it is never simple.

Throughout this bittersweet journey we touch on the unseen, unheard and underrepresented wombstories: the struggle with IVF, the devastation of miscarriage, the choice to remain child free, menopause, the overwhelming pain of endometriosis, the pleasure of sex and the mundane frustrations that come with uteruses and menstruation. And while we show these different experiences it is all stitched together into a single universal story of life with a womb.

Cultural / Context information for the jury

The 26 countries Wombstories launched in are vastly different. In France sex couples were denied the right to IVF, in some markets even the word Uterus was censored, while blood, miscarriage, child free by choice are still deep-seated taboos everywhere. But wherever you live in the world it is a constant that women’s experiences are doubted and silenced. Which fuels a never-ending cycle of shame. And is perpetuated by a world that likes to tell women what they should want and experience. This law of silence has disastrous mental and physical consequences. We see it in an average diagnosis time of 8 years for endometriosis, in 62% of all women feeling unable to talk about their experiences, in miscarriage effecting nearly 20% of all pregnancies yet women suffer in shame and alone, in women made to feel guilty about not wanting children and on and on.

Tell the jury about the production design / art direction.

Wombstories is an unflinchingly complex rollercoaster of love and hate, of pleasure and pain. Creating a whole new visual language and world of womb-dwellers that operate as a second seat of power ruling us in unfathomable ways. Set in its own feminine galaxy (inspired by macro anatomical photography), Wombstories became a visual explosion of different textures and evocative spaces celebrating the sometimes beautiful, sometimes ugly, profound and mundane life with a womb.

Working with all female artists, each experience is brought to life with a different uterus-like interior and personality it houses. From a growling endometriosis monster in its cave, ripping at someone’s insides (by an artist with endometriosis); to a little gardener suffering the winds of desolation when confronting a miscarriage; to a menopausal lady with swinging boobs. Each visual was woven together with its equally raw exterior, delivering a story arc that swung from laughter to tears.

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