After more than a decade in the period underwear game, Canadian intimates brand Knix wanted a fresh campaign to build awareness in the US, evolve their brand voice, and herald the arrival of their first US retail location.

Our campaign builds from a tried-and-true interaction between women—asking someone to check the back of your pants for leaks and desperately hoping they say “you’re good.” The art direction cheekily exaggerates the poses that women make when checking for leaks and dramatizes the sense of security that wearing Knix provides. We wanted the images to feel clean and editorial, bridging leakproof underwear into the high fashion space to combat existing perceptions about the product. Our copy is bold and simple, speaking directly about women’s bodily experiences and how leakproof underwear provide the ultimate reassurance for leaks of all types beyond the narrow period-only use case. You may see words like “blood,” “pee,” “sweat,” or “discharge,” but you won’t see any antiquated euphemisms that are all too common in the period-care space.

We worked with the iconic Kristen Bell to bring this campaign to life. As a Knix-wearer of 10 years, she was the perfect person to assure Knix’s expanding audience that leakproof truly means “you’re good.”