Working with Bray Leino, this was an integrated launch campaign for Gina, designed to address the under-discussed issue of post-menopausal vaginal dryness and encourage open conversation around menopause health.

The campaign centred on a cinematic TVC depicting a natural, intimate conversation between women, used as a catalyst to introduce the brand and its purpose. The creative deliberately focused on realism and emotional honesty, reflecting the insight that many women suffer in silence due to stigma and lack of awareness.

Across TV, print and digital, the campaign adopted a clear, human tone of voice, positioning Gina as both a medical solution and a prompt for wider cultural conversation. Water-based visual motifs and soft, reassuring aesthetics supported the idea of relief, care and restoration.

The result was a high-impact launch that helped normalise discussion around menopause symptoms while clearly communicating the product’s role in treating the underlying cause of vaginal dryness.