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Always – Maze

Agency: Leo Burnett

Role: Concept & Art Direction

September 2010

I created this ad while I was working at Leo Burnett in 2010. Originally intended for my personal portfolio, it caught the attention of the Chief Creative Officer and was subsequently published as a print ad in a small campaign.

After the ad was released online in July 2011, it caused a bit of a stir for being the first feminine hygiene ad to ever feature blood.


Daily Mail – Red dot ends taboo: Feminine hygiene advert dares to show blood rather than blue fluid

Globe and Mail – Always does away with the mysterious blue liquid

Huffington Post –Always Runs First Feminine Hygiene Ad To Show Blood

Jezebel – In historic moment, feminine hygiene ad shows blood

Jezebel – How I made the first feminine hygiene ad to ever feature blood

Ad Women –Changes in feminine hygiene product advertising

2011 Chicago Silver ADDY Award
2011 D&AD – Shortlist
2011 New York Festivals – Finalist Certificate