Essity was launching a massive international campaign for their beloved brand Tena. A new fashion focus product was about to be launched and they wanted our take on creating and visualizing the concept for it.

"A moody and honest track that sounds like nothing the artist has done before - Brave! 
Well, then it's our job to also think different and challenge the norm." 


Alongside our media partners, AMV BBDO and Publicis Sapient, we shared the task to 

drag incontinence out of the dark ages of taboo and boldly into the modern age of fashion, freedom and normalisation.

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We saw this from the get-go as a fashion shoot and NOT a product shoot. We wanted to put the personality of our characters and the world that they inhabited in the driving seat of this campaign. 

We wanted strong set design, well curated clothes, honest laughter, natural movement, diversity and body shapes of all sizes and variety.

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Our aim was to create an authentic and memorable experience for our viewers and not something too clinical and measured. We wanted to move the product away from the clean and medical centric settings it had become synonymous with.

Everything had to therefore point towards the brand's core values of today: freedom, authenticity, confidence, inclusivity, fashion conscious, modern and feminine.

We knew if we could nail this then trust and loyalty for the product would follow.


The key aspect during production was to create a safe space for our talent. We wanted to create an environment where they could forget about the cameras and the crew and focus on the task at hand: to feel free and confident to express themselves in any manner they wish - a true representation of the product itself.

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We have to say we, and everyone involved, had a blast, in front and behind camera. A truly memorable experience. Something we hope shines through into the final result and helps drive home the final message. Tena allows you to be YOU!