Leading global absorbent apparel brand, Modibodi has launched a new campaign alongside production company, The Kitchen and Modibodi’s in-house creative team, demonstrating how Modibodi period underwear is tried and tested.

To bring the digital-first campaign to life, Modibodi worked with director, Juli Balla, to shoot four hero films that act as a creative interpretation of the real-life lab tests the brand’s products go through: The Shot Glass Test, The Stack Test, The Passport Test and The Flame Test.

Modibodi chief marketing officer, Liana Lorenzato said, “Before our products get to our customers, our period and leak-proof undies go through a series of scientific tests to triple-check their powers of absorbency, durability and comfort.

“With ‘Will It Work’ we wanted to create an imaginative campaign that brought Modibodi’s patented technology to life in a fun, vibrant and modern way while communicating our performance credentials and product efficiency. We wanted to show consumers that when they ask will our products work, we can answer with a resounding yes, they absolutely will and we have the tests to prove it.”

Modibodi’s ‘Will It Work’ campaign features across all channels including video, paid ads, website, eDM and social.