The challenge was to launch our new Always Maxi Slim and reconnect Always with Gen Z in South Africa at a time when younger women had stopped paying attention to the brand.

Our answer was a seven-part TikTok series, Through Thick & Thin, about three friends dealing with periods, friendship, and everyday chaos. Instead of making the product the whole story, Always Maxi Slim was simply there when they needed it.

I led the creative process with my art director from the first idea through to execution, shaping the concept, characters and scripts, working on set and guiding the work through post-production.