Many women experience difficulties with continence, especially after pregnancy. They want to feel young, attractive and confident, and associate TENA with old people and bulky pads. As a result, they make do with period pads that aren’t fit for purpose. I wanted work that escaped category conventions of “wee”, whispers, and incontinence, and made the brand feel younger, more positive and contemporary.

Anzhela Hayrabedyan & Luca Gross's simple, beautiful visual idea - directed by Tajana Tokyo - proves the underwear isn’t bulky, while nailing the product name. I hope it helps women feel better about using the products they really need.