EVAX. Upside Down.

Creative Direction.

Evax (feminine hygiene products) encourages women live life without limits.

During 10 years I've been building the Always' (Evax in Spain) visual identity and 

brand's values.

A simple code of minimal sets, powerful messages, color and powerful ideas 

have built a brand code easy to recognise and connect with for Spanish & Portuguese women.

This commercial is focused on the great absorption of the sanitary towels. Through a hyperbolic demo to show the product's performance.

Client: EVAX / ALWAYS P&G - Upside Down

Executive Creative Direction: Toni Segarra

Creative Direction/Art Concept: Isabel Martinez

Art Direction: Laura Soler

Filmmaker: Pablo Maestres

Production Company: Primo Madrid