LEAD CREATIVE AGENCY: True Story

DIRECTOR: Michelle Coomber
DOP: Daniel Eastgate
PRODUCERS: Liam Wadd and William King
POST: Pete Black

Creative Development
Casting
Location scouting
Full Production
Edit
Grade
Music
Sound
Design
Graphics
VFX

Our latest campaign for Holland & Barrett embodies the brand’s commitment to helping women understand their hormone cycles and take control of their health. Our mission was to create a film that encapsulates the lives of an array of individuals and to represent a wide tapestry of women.

Working collaboratively with lead creative agency, True Story, and award-winning Director, Michelle Coomber, our approach would be one of cinematic realism. The characters and environments depicted would never feel overtly polished to best capture the nuances and imperfections of day-to-day life.

We were tedious in our selections of both location and cast; choosing environments and people that would deliver warmth, authenticity and chemistry on-screen. We were committed to our pursuit of capturing light in new and innovative ways. Starting with our opening shot, which sets a mood of zest and purpose as the voice over line “Yes, this is me” is heard. From there, a myriad of raw, powerful shots follow, showcasing the breadth of characters contained in the film and the personal stories attached to each.

As the script and music build momentum, the line “It’s time to change the way we think about our hormones” is heard, signifying a change of pace and tone. One character, Daniela, appears with an expression of defiance; deciding not to allow period pains or problematic skin get in the way of her day.

The following shots portray the rollercoaster that our hormones sometimes take us on, from solemn, quiet days to hot flushes during menopause, this film captures the female experience with honesty and conviction. A final point of climax showcases our anchor character, Anna, striding through a green, open space as the line “We can own every day of the month” sounds around her.

This film marks a new age of female health; one that celebrates every day and encourages women to take control of their hormones. Get to know your rhythm, so you can own every day of the month.