We needed to launch Thinx’s innovative new 12 hour period underwear. A unique product with a unique story to tell. No longer needing pads, thanks to the product you could now bleed freely for 12 hours. Instead of boring product demos we partnered with comedians Natasha Leggero and X Mayo to try out the product on a half day road trip. We dropped a short film as well as entertaining clips across cobranded social channels. Who knew periods could be so bloody entertaining?