Puma x ModiBodi

To promote the launch of Puma X ModiBodi’s second capsule collection, PUSH and creative agency Pretty–Soon® were commissioned to produce a campaign that would spark a frank and future-focused conversation around playing sports on your period. Shot in Sydney, the videos shows professional athlete Tiana Penitani playing footy with aspiring younger athletes in the period-supported activewear. The creative idea for this season's collection is aiming to normalize blood in sports, showing powerful female athletes like Penitani inspire young girls to continue to play. To represent the energy of both brands and to ensure the female perspective was carried through in the execution of the videos, we worked with Director Karima Asaad. “By making the natural and necessary, the normal, Women’s bodies become represented as natural, essential, and normal in conversation. This campaign builds on what has come before, sheds the shame of the unspoken, tackles taboos, and stops the flow of the negative power of both. Period.” Director, Karima Asaad