Campaigns / 2025

Mahina

Built for Blood

Served raw

Period underwear, shot without a single euphemism.

What we did: Concept, art direction, set design, casting, film, reels, stills
Kind of work: IPs & Formats · Tabletop
When: 2025

1 hero film · 50 videos
70 stills
3 built sets

The order

Mahina wanted to talk about period blood, pain and the general mess of it directly, with a visual language the category had never used. The client team was deeply involved and very visual, which is the best kind.

How we cooked it

Three sets, built: a coral wall with cut-out drops and spotlights, a tiled cube that reads as a bathroom, and a tabletop mini-set. Two models, two shoot days in July 2025. Texture and material do the talking: fabric, tile, skin, paint. One hero film in four aspect ratios, fifty short videos for reels, seventy stills.

How it went down

A campaign world the brand kept drawing from: a pouch launch and a teenage campaign followed within three months, in the same look. The hero film and the reels went out in September 2025.

The campaign · 16 images