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I'm Dying Inside

Award: Shortlist

Shortlist / Digital & Social / Social / 2024

Award: Shortlist

Shortlist / Digital & Social / Storytelling

Life’s a lot for young people. Heartbreak. Anxiety. Moving out. Coming out. Sex. The f***ing climate crisis. Men. Then you get your period.
To introduce Modibodi periodwear to Gen Z, we created ‘I’m Dying Inside’ - a modern period TikTok drama. 5 episodes, 4 housemates, all getting their periods at the same time. A taboo-breaking celebration of life today for young menstruators.
To drive views, we built an entire ecosystem of content tapping into trends + topics of interest. This fresh approach achieved huge results, helping a new generation of menstruators fall in love with Modibodi. Slay.

Credits

Entrant Company

  • Howatson+Company

Client

  • Modibodi

Advertising Agency

  • Howatson+Company

Design Agency

  • Howatson+Company

Production Company

  • FINCH

Country

1st Assistant Director

  • Kate North-Ash

Art Director

  • Elly Pipiciello

Colourist

  • Kel Gronow

Copywriter

  • Katy Hulton

Creative Director

  • Jared Wicker
  • Scott Zuliani

Designer

  • Eleanor Donley
  • Ellena Mills
  • Sam Reiher
  • Trent Michael

Director

  • Arundati Thandur

Director of Photography

  • Tom Black

Executive Creative Director

  • Gavin Chimes

Executive Producer

  • Bill Doig
  • Loren Bradley

Head of Design

  • Caroline Gilroy

Head of Production

  • Holly Alexander

Junior Producer

  • Charlotte Breene

Original Score Composer

  • Adam Moses

Production Designer

  • Alice Lanagan

Senior Editor

  • King Yong

Stills Photographer

  • Sim Kaur

Stylist

  • Lynn Mathuthu

Music & Sound

  • Mosaic

Business Director

  • Dede Stewart
  • Sasha Thariani

Chief Strategy Officer

  • Dom Hickey

Managing Director

  • Corey Esse

Managing Partner

  • Kristie Thistlethwaite

Producer

  • Amy Dymond
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