Campaigns / Mahina · Built for Blood · 2025
Served raw
Period underwear, shot without a single euphemism.
- Table
- Mahina · Built for Blood
- What we did
- Concept, art direction, set design, casting, film, reels, stills
- Door
- IPs & Formats · Tabletop
- 1 hero film · 50 videos
- 70 stills
- 3 built sets
The order
Mahina wanted to talk about period blood, pain and the general mess of it directly, with a visual language the category had never used. The client team was deeply involved and very visual, which is the best kind.
How we cooked it
Three sets, built: a coral wall with cut-out drops and spotlights, a tiled cube that reads as a bathroom, and a tabletop mini-set. Two models, two shoot days in July 2025. Texture and material do the talking: fabric, tile, skin, paint. One hero film in four aspect ratios, fifty short videos for reels, seventy stills.
How it went down
A campaign world the brand kept drawing from: a pouch launch and a teenage campaign followed within three months, in the same look. The hero film and the reels went out in September 2025.
The campaign
