Context
MyLady aimed to challenge period stigma and show that menstruation should not limit women’s activity, while staying culturally sensitive.
Role
I was the creative director and main client contact, aligning expectations from kickoff through handoff.
Actions
The insight was straightforward: professional athletes compete at peak performance during their period days. If the best in their field can do it, the message is clear without needing to be preachy. We used professional sport as the proof point rather than a motivational claim. This was also pioneering territory in Iran at the time, so the approach needed to feel confident without being confrontational. I developed the concept and scenario with my team, then directed production to keep the execution grounded in that logic.
Deliverables
- Creative Direction
- Client Communication
- Social Video
- Thumbnail Set
Outcome
The campaign delivered one social video and thumbnail assets, and won Best Social Media Video at IAawards with me recognized as creative director.
