When Mullen Lowe UK invited us to participate in a global pitch for their new campaign Princess On Periods for Bayer, we knew we were entering one of the most competitive processes of the year. Several top production houses from around the world were involved. In the end, we were chosen not only for our production value, but above all for the creative proposal we presented in the director’s treatment.
Concept
From the very beginning, we brought to the table bold insights on character design, costumes, props, and the overall style of each environment. Our approach was to reimagine traditional Disney-like princesses in today’s world, as digital influencers, each with her own unique role. Aurora became a music influencer and DJ, Cinderella stepped into the gaming universe, and Rapunzel transformed into a beauty and makeup influencer. These modern reinterpretations resonated strongly with both agency and client, setting the foundation for the campaign.
Once the concepts were approved, we moved into production
Lighting and rendering elevated the work further, transforming each frame into an authentic, living world. Finally, art direction and motion added the finishing touch, with an edit inspired by the visual language of creators and influencers, capturing the feel of content filmed directly on a mobile phone.
Making off
The result: the most successful campaign in the brand’s history. Princess On Periods not only engaged audiences but also redefined how animation can be a powerful tool to tackle cultural taboos in a modern, relevant, and unforgettable way.