Production company Process crafted an online spot for startup underwear brand Dear Kate asking women about their first period.
Entitled “First Time,” the spot opens with women suggestively giving the location of their “first time,” before one woman says, “That’s the first time I got my period.” Directed by Mary Harron (the writer/director of films such as American Psycho, I Shot Andy Warhol and The Notorious Betty Page), the spot mines women’s awkward experiences with menarche for humor. Somewhat reminiscent of HelloFlo’s advertising in its directness, the women in the spot share stories that they’re able to laugh about now but were terrifying at the time. Dear Kate, of course, is presented as the “revolutionary” alternative to girls stealing XL tampons from a drug store (as one woman shares) or just throwing out pair after pair of underwear. There’s also a gallery on the Dear Kate site, designed to “inspire a greater dialogue around the many emotions and varied experiences of first periods” by inviting visitors to upload their own “First Time” stories.
Credits:
Client: Dear Kate
Production Company: Process
Director: Mary Harron
Executive Producer: Tim Perell
Producer: Hannah Shore
Director of Photography: Luca Del Puppo
Editing Company: Final Cut
Editor: Ashley Kreamer
Executive Producer: Lauren Bleiweiss
Head of Production: Viet-An Nguyen
Post Facility: Significant Others/Final Cut
Audio Mix: T. Terressa Tate
Color: Sixteen19
Colorist: Andrew Francis
Senior Producer: Brian Reali
Conform Editors: Charles Leighton and Michael Roush
Music: Alistair Paxton