PUMA x Modibodi
Challenge
“How do we introduce our new line of period-activewear to a global audience?” - Maura Everett, Senior Brand Strategist, PUMA
Solution
A shame-free period solution needed a perspective-shifting creative approach. Butter provided cultural and category insights, utilizing them to develop a creative direction that shifts perspectives on menstruation and sports. Photo and video art direction prioritized unexpected angles and postures, literally shifting a viewer’s perspective. That was paired with powerful language to eliminate the shame, stigma, and waste around menstruating while playing sports.
Services
- Creative Direction
- Campaign
- Copywriting
- Art Direction
Team
Butter—Cari Sekendur,Beatrice Sala,Nayla Al-Mamlouk
Production—Pretty Soon
Director—Karima Asaad
Producer—Natalie Loveridge
DP—Aaron Mclisky
EP—Louella Campbell
Gaffer—Eric Cech
Set Sound—Dan Hilburn
Editor and Colorist—Alek McKenzie
Stylist—Angela Liang
Stylist Assist—Biana Chong
HMU—Georgia Hull
Talent—Ali Riley, Tiana Penitani, Jacinta Tui, Lindsay Tui, Chloe Beazley
