Never Just a Period

When AMV BBDO and Smuggler invited us to collaborate on their latest film for Essity’s Bodyform (also known as Libresse), we knew we were in for something special. Bodyform has a reputation for bold, taboo-challenging campaigns, and this project was no different. The film takes a humorous look at the collective experiences of those who menstruate, mixing live action with animation and archival imagery in a confident, quirky exploration.

Our task? To bring the archival elements to life. We dove into classical and Renaissance art, seeking out historical and humorous imagery that could capture key emotional moments like pain, waiting, boredom, and eye-rolling. Our research team meticulously curated a selection of artworks to match the film’s tone.

Once we had our selection, our specialist clearance team stepped in to secure the necessary licenses. Working with art galleries and specialised art licensing suppliers, we ensured that every piece was properly cleared for use.

The final film is fantastic, and we’re thrilled to have contributed to this innovative project. It’s always exciting to see how historical art can be reimagined in modern contexts, and this campaign was a perfect example of that.