the new language of periods

From initial concepting sessions to execution, I led the content direction and messaging for our first omnichannel Thinx Teens campaign, The New Language of Periods. Because it’s time to transform the language we use when talking about periods — and set a new status quo for the next generation.

messaging, script, and copy lead: Meg Loughman
lead designer / art director: Puteri Cardinale
creative director, copy: Tiffany Washington
creative director, visuals: Cheena Jain
graphic designers: Kelly Conklin, Rin Johnstone
brand director: Sara Plotkin
creative producer: Khira Goins-Paxton
production company: SEE ME Creative

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moist panties

Thinx teamed up with OBERLAND to create a campaign around two of the world’s most-hated words, which is exactly what Thinx period underwear are designed to eliminate: “moist” and “panties.”