Modibodi's 'I’m Dying Inside' via Howatson+Company

By AdNews | 25 July 2023

Absorbent apparel brand Modibodi has partnered with Howatson+Company to create a Tik-Tok period drama titled ‘I’m Dying Inside’, designed to launch the brand’s latest Gen-Z collection of period undies: ModiBasics.

Starring Tik-Tok comedian Samantha Andrew, ‘I’m Dying Inside’ follows four housemates as they navigate the awkwardness of life as a young adult while on your period.

From endometriosis flare-ups to accidental period sex stains to baby-gay period hook-ups and more, each episode explores a range of modern period experiences and taboo topics, showing how Modibasics helps leave leaks out of it.

Watch the series here, which has amassed more than two million views on Tik Tok.

Modibodi CMO, Liana Lorenzato, said the ModiBasics period undies have been designed specifically for the needs of 18–25-year-old gen-z menstruators.

"This is such a pivotal time in your life and everything around you is in constant change and the one thing you don’t want to worry about is your period," said Lorenzato.

‘I’m Dying Inside’ speaks to gen-z experiences of menstruation in a very real yet entertaining way, helping break taboos and start important conversations about the diversity of period experiences. Something we are passionate about at Modibodi.”

Director, Arundati Thandur at FINCH, said the beauty of this project came from the creative challenges.

"Being candid in our approach to periods forced us to be bold in our humour and subsequently create an ensemble of rich characters. They’re authentic and relatable," said Thandur.

"Incorporating classic story structure and film craft with TikTok viewing habits and the vertical format just propelled us to scrutinise the comedic moments and elevate the visual appeal of the series, to keep it fresh and engaging.”

Working closely with the team at TikTok and FINCH Company, an additional eco-system of relatable content was built around the episodes, designed to harness the platform’s algorithm and drive people to engage with the show.

Elly Pipiciello and Katy Hulton, creative team at Howatson+Company, said shooting a show for TikTok meant throwing out all the usual production rules.

"We framed and shot everything 9:16, capturing more than 30 minutes of content in 2 days. We created original soundtracks for each episode, thanks to the talented people at Mosaic," said Pipiciello and Hulton.

"And the cast and crew were made up of young female and non-binary talent, including our director. It was empowering to talk about real period experiences without shame, from the absurd to the painful to the downright hilarious.”



Client: Modibodi

Chief Marketing Officer: Liana Lorenzato

Marketing Director: Dalia Adler

Communications Director: Lucy Lamming

Creative Lead: Grace O’Brien

Lead Copywriter: Jacque Kennedy

Art Direction Lead: Lucie de La Chaise

Brand Manager: Caitlin Lilley

Marketing Coordinator: Michelle Baker


Agency: Howatson + Company

Executive Creative Director: Gavin Chimes

Creative Directors: Jared Wicker, Scott Zuliani

Art Director: Elly Pipiciello

Copywriter: Katy Hulton

Head of Production: Holly Alexander

Junior Producer: Charlotte Breene

Managing Partner: Kristie Thistlethwaite

Business Directors: Sasha Thariani, Dede Stewart

Chief Strategy Officer: Dom Hickey

Head of Design: Caroline Gilroy

Designers: Sam Reiher, Eleanor Donley, Ellena Mills, Trent Michael

Senior Editor/Series: King Yong

Senior Editor/Content: Kel Gronow

Colourist: Kel Gronow


Production: FINCH

Director: Arundati Thandur

Executive Producer: Loren Bradley

Producer: Amy Dymond

1st Assistant Director: Kate North-Ash

Director of Photography: Tom Black

Production Designer: Alice Lanagan

Stylist: Lynn Mathuthu

Stills: Sim Kaur


Talent (in order of appearance)

Cleo: Iolanthe

Keira: Samantha Andrew

Maddy: Kate McGuinness

Andi: Natali Caro

Neighbour: Sammy Crawford-Smith


Music + Sound: Mosaic

Original Composition: Adam Moses

Executive Producer: Bill Doig

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