Puma & Modibodi: "Anything You Can Do, I Can Do Bleeding"
Girls, unflinchingly proud of their bodies, playing hard, owning their space, and smashing taboos. This campaign is more than a statement—it’s a revolution. The menstrual cycle, the rhythm at the epicentre of creation, takes centre stage. A woman’s body, the origin of life, becomes the star of the conversation.
This is an origin story: a spark to ignite dialogues that ripple across the country. Women, sport, periods—all of it, laid bare. The natural, the necessary, the normal. This campaign dismantles centuries of silence, shreds the shame, tackles taboos, and lets the blood-red truth flow unapologetically. Period.
At the heart of this movement are the Puma x Modibodi period-proof training shorts and tights. They don’t just perform; they provoke. They stand in the spotlight as the catalyst for change, ensuring that girls everywhere stay in the game. No more dropouts. No more fear. No more shame.
This is empowerment in action: knowledge, understanding, freedom. Girls owning their bodies, their sports, and their futures. Blood or no blood. No limits.
Puma x Modibodi isn’t just a brand—it’s a battle cry. A new attitude. A new freedom. To play. To live. To be.
Credits
- Client: Puma and Modibodi
- Agency: Pretty Soon
- Production: Push Media and Loveridge Production
- Role: Photographer and Director