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Web Film
Cycle by Freda: Cycle x Freda
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When it comes to period care, not everyone is considered. From harmful misconceptions to the marginalisation of trans and non-binary people, progress needs to be made in order to support all those who menstruate. To showcase the importance of period inclusivity, period subscription service Freda has launched a campaign for Cycle, its new range of products free from preconceptions. Directed by Great Guns' new signing Mar del Corral, the documentary-style campaign proves that no matter where or why, everyone deserves access to period products that keep us safe and happy without compromising the values that are important to us. The film follows three figures discussing their personal relationships with periods: writer, trans advocate, and consultant Kenny Ethan Jones; content creator and LGBTQ+ rights advocate Jamie Raines; and bodybuilder, public speaker, and genderqueer advocate Suifung Law. The trio explore their previous experiences with period products, touching on issues of shame and inequality, whilst also advocating for easy access, freedom of choice, and a continually inclusive approach. Starting from the concept that menstruation is not 'just' a female phenomenon, but a natural human phenomenon, director Mar del Corral recognised that the project had to be addressed from love, respect, and a lot of learning sharing a message that is often not present in period product commercials. Also focusing on the intimacy and humanity of the protagonists stories, Mar elected for a documentary style that offered an honest, raw, and sincere tone. Combined with the use of voice overs, the style reflects Jean-Luc Godard’s notion that ‘when you photograph a face, you photograph the soul behind it.’ The use of black and white, furthermore, challenges our tendency to associate colours with a particular gender - something the campaign wanted to remove from the screen.
Lucas Crigler: Creative Consultant, McCann NY |
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