For the launch of U by Kotex’s global Overnight Range campaign, our task was to localise and reshape it into something bold, authentic, and resonant with a younger Australian audience.

Together with the creative team, we developed a vibrant, unapologetic aesthetic that challenged category norms and evolved the brand’s visual and tonal voice. We leveraged Kotex’s signature bold colors to design sets and style talent in a way that made them truly pop on screen.

Directed by Viv Smith, the spot’s distinctive look and feel extended beyond the TVC to graphics, photography direction, and a comprehensive visual strategy for digital and social channels.