•Fueled by insights from a 2023 study revealing the stagnation of women's progress, Kotex sought to spark dialogue and drive systemic change by furthering its commitment to women’s progress by addressing the threats women are facing globally.

•Inspired by Kotex’s brand purpose and commitment to “never let a period get in the way of any woman’s progress”, create a poignant piece of content that authentically represents and resonates with a diverse, global community of women facing the discomforts of progress being escalated in the cultural moment.

•Generate awareness and visibility around the threats to progress women are facing globally by beginning to stir discourse and action. Invite women to share what #ProgressFeelsLike in their daily lives to preface regional market activations, and a much larger Kotex partner initiative with She’s The First, Wash United and Plan international to drive progress and systemic change in regions across the globe.

Driven by a blend of archival footage and live action, the director pursued a ‘tone poem’ effect prioritizing emotion over anecdote, emphasizing the intimacy of being invited into these lives over their actions. While inherently inspired by documentary filmmaking, the director aimed for immediacy and authenticity, steering clear of a sense of ‘reportage’.

Through the deliberate choice of simple lighting, often utilizing natural daylight, and vintage lenses, the director aimed to establish visual connections between historical fights for justice and current ongoing struggles.

The project’s primary objective was to amplify women’s voices and experiences in response to the real-time threats to progress. Global authenticity was paramount, achieved with global casting for regional, multi-cultural and inclusive LGBTQ+ representation ensuring a comprehensive portrayal of the spectrum of womanhood and the global Kotex brand audience. Inclusivity also encompassed involvement of men within the production team, aligned with the idea that progress involves everyone.