In Libresse's new film, a woman lies on the bathroom floor writhing in pain and suddenly we see an animation of a tunnel of fire, clawed at by an angry, faceless monster. As a same sex couple finds out that one of them has miscarried, we view a dark and desolate internal landscape. A menopausal woman having hot flushes feels like her house is being set on fire inside her. And as another couple have sex, a little boat at a fork in a river decides whether to follow the kids or no kids route.
These are all images from the bold new film by Essity-owned feminine products brand, which together with London agency AMV BBDO, has followed up award-winning work such as “Viva La Vulva” and “Blood Normal” campaigns with “Wombstories,” a campaign based on insights from real-life stories.
The film documents the female experience by visualizing what’s going on inside the uterus. Mixing live action and animation, it weaves together several different stories that anthropomorphize different conditions and experiences: from getting your period when you've just put on your best underwear, to miscarriages, childbirth, infertility and endometriosis pain. Much as the Pixar movie “Inside Out” took human emotions and gave them characters, the work gives an internal landscape to women’s bodies.