Marija Mihailova captured the still imagery for the new o.b.® campaign alongside the TV commercial production. The integrated campaign was created for Kenvue in collaboration with the agencies thjnk, loved and Ogilvy Group Germany. Production was handled by Zauberberg Productions, with Katharina Hingst directing the film.
The campaign focuses on a natural and individual approach to menstruation, moving away from idealized portrayals. Under the slogan "Whether brave or long overdue", it highlights the many different experiences of the menstrual cycle in an honest, authentic and relatable way. Marija Mihailova's photographs were created simultaneously with the TV shoot, translating the campaign's visual language into still imagery.
Filming and photography took place in Vilnius, where Zauberberg Productions collaborated with local production partner Nafta Films.
"We are incredibly proud to accompany o.b.® on this new journey." - thjnk
