Situation:

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.

Brief:

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.

Objectives:

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 regionally across the globe.

As progress for women has stagnated, the score set out not to tell viewers how to feel, but to reflect inner sounds of struggle and quiet determination shown in the piece that women are experiencing today.

The opening of the score is minimal and sets the tension of the film, as each character is going through a private hardship. Musically, the end of the piece looks forward, but is grounded in reality. It’s hopeful but restrained. Largely the visuals have groups of women, loud defiance instead of quiet defiance, solidarity, strength in numbers.

We recorded doors, locks, latches, shutting around the studio as part of the percussion. Many of the women’s experiences that we see in this film happen alone — in private — behind closed doors. And also, as the narration suggests, at a time when so many doors are closing, it felt important to reflect that sonically.