As per research, "absorbency" is a top consideration for Filipino women when it comes to choosing the right san pro product. With this is mind, the agency created a strong visual that achieves two things...

1.) Demonstrate the superior absorption qualities of the brand.

2.) Maintain the femininity and subdued confidence that the brand intends to convey.

Through the interplay of product shot and negative space, we were able to create a tasteful visual pun that highlights superior absorbency without having to employ obvious routes such as side-by-side comparisons and leak tests.

The end result is an artistic rendition of the "superior absorbency" claim that is usually communicated through straightforward clinical tests or direct comparisons. With this execution, we created a product demonstration that's more feminine, and at the same time, in-tune with the visual preferences of the brand's target audience.