Director's Works
Modibodi, Shark Week Kyra Bartley
Able to perfectly control a range of tones, from the loping and odd, to the heartfelt and raw, acclaimed director Kyra Bartley has an uncanny ability to capture those snatches of quiet grace that most would overlook entirely – a child’s first heartbeat, the gust of wind before a fire. You might not have noticed that moment before everything changed. But Kyra Bartley did.
ModiBodi’s Anti-Leak Period Swimwear is a staggering piece of innovation, yet age old myths and misconceptions were preventing people from trying it. Research told us 45% of women and menstruators still fear swimming on the periods, but it went deeper than just worrying about efficacy of the product. Every time ModiBodi posted about the product on their social channels, they would constantly get questions about sharks. We decided to tackle the issue head on. A simple yet disruptive product demonstration. Wearing Modibodi Anti-Leak Period Swimwear, freediver and marine biologist Brinkley Davis swam with 5-metre tiger sharks whilst on her cycle. In a single act we shut down the myth that sharks can detect period blood and packed meaning into their new brand platform - Fear Not.