EN #WombStories Libresse Partnering with creatives Nick & Nadja at advertising agency AMV BBDO, Framestore is thrilled to have been a part of the female-led team, providing animation and live action VFX for the latest boundary-smashing campaign for Libresse & Bodyform. Immortal Awards Winner Cannes Lions Awards HEALTH & WELLNESS Grand Prix Cannes Lions Awards FILM CRAFT Grand Prix Cannes Lions Awards HEALTH & WELLNESS 1x Gold, 2x Silver, 4x Shortlisted Cannes Lions Awards FILM CRAFT 1x Gold, 2x Silver, 1x Bronze D&AD Awards ART DIRECTION, FILM Black Pencil D&AD Awards ANIMATION Yellow Pencil The One Show Awards 3x Best in Discipline The One Show Awards 6x Gold Pencils, 3x Silver Pencils, 1x Bronze Pencil NYF Advertising Awards ANIMATION Gold AICP Post Award GRAPHIC DESIGN & ANIMATION Winner AEAF Awards COMMERCIALS – ANIMATION NOMINATED Creative Pool WINNER Grand Prix Creative Circle Awards WINNER Gold of Golds The campaign film directed by Golden Globe winner and Emmy nominated Nisha Ganatra (Late Night) saw Framestore direct six animated sequences, each featuring a different style of animation to show the inner-worlds that act as reflections to the realities of the uterus. The film has been created to dispel myths, encourage a positive conversation and address the life-changing moments in a woman’s life, from miscarriages and the menopause to endometriosis. Framestore Creative Director Sharon Lock worked with Nick & Nadja to carefully select the styles of animations that would bring to life the emotions and unique perspectives of each story. Styles included 2D cell techniques and stop frame animation, as well as hand-painted images created with oil paint on glass. Sharon worked with the team of artists to direct the animated sequences and work as the main central point of creativity for them with the client and agency. Talking about bringing those visually different elements together into a single cohesive and powerful film, Sharon said; ‘it was important that the animations produced for this film not only looked as good as possible but also made an emotional impact on audiences because of the nature of the film. ‘We worked with animators who had wonderful storytelling abilities and whose work was unique and handmade and could communicate a range of tone and emotion to audiences in a short amount of time on-screen.’ The team at Framestore, which included producers Niamh O’Donohoe and Emma Cook, was a part of the film’s predominantly-female cast and crew, something that they felt made a big difference in creating something that was honest and powerful. ‘We were telling real stories about the experiences of being a woman so having the team we did meant we had something of a shorthand,’ commented O’Donohoe. ‘We could easily communicate what we needed because there was a mutual understanding of how these stories had to be presented, something that I feel beautifully reflects the messages that Libresse/Bodyform is always communicating.’ Framestore also delivered invisible VFX work for the film’s live action portions and created a world of uteri which represents the billions of women who are a part of the Libresse’s/Bodyform’s story. These visuals are featured in the opening and closing sequences and are the brand’s main visual for the campaign. It was important that everyone worked really closely together to make sure every frame did its part in telling the stories and I think the final piece speaks for itself. It was amazing to be part of such an inspiring and creative campaign. SHARON LOCK - CREATIVE DIRECTOR Press Bodyform’s new animation-led film Wombstories opens up vital conversations It's Nice That Framestore’s ‘#WombStories’ Animation Captures the Emotions of Women’s Life-Changing Moments AWN Bodyform & Libresse tell some womb truths Shots Pick of the Week: Bodyform's '#Wombstories' is an intimate look at women's experiences Campaign Live Bodyform’s New Ad About ‘Womb Stories’ Uses Animation To Depict Women’s Inner Lives Cartoon Brew Nisha Ganatra directs 'boundary-smashing' animated campaign for Libresse & Bodyform Creative Boom Bodyform's new ad breaks a ton of taboos (and we love it) Creative Bloq Essity’s Newest Boundary-Pushing Ad Explores the Joy and Agony of Having a Womb Adweek Following ‘Viva La Vulva,’ Libresse goes inside the womb in a powerful new campaign AdAge Show credits Share project: Get In Touch Other projects 12:29 LOS ANGELES 12:29 VANCOUVER 14:29 CHICAGO 15:29 NEW YORK 15:29 MONTRÉAL 20:29 LONDON 01:59 MUMBAI 07:29 MELBOURNE ©2021 Framestore Terms & Conditions Anti Slavery Statement Cookies & Privacy