Saalt

Transforming wild constraints into pandemic-proof period empowerment.

Smiling person holding a small pink cup indoors with plants in the background, displayed as a film strip frame.

Our Role

Production

Web

Creative Strategy

Campaigns

Saalt, a leader in sustainable period care and social impact, partnered with Against to shatter period taboos and elevate authentic narratives around menstruation, transcending the unrealistic depictions of period care in advertising. With concepts and storyboards approved, we were set to move into production. Cue a global pandemic…

The Opportunity

Challenging the challenges.

Faced with pandemic constraints that upended traditional production due to lockdowns and social distancing, we plotted and pivoted. Using these unprecedented world stopping constraints as an opportunity to reimagine production without compromising on the vision.

Saalt brought the mission; we delivered through thick, think, and global pandemic.

Pivoting

Pivital moves.
Convinced that the power of storytelling doesn’t require lavish production but rather raw creativity and determination, we got to work. 

  • We reimagined the scripts and put out a call to menstruating filmmakers to innovate with us. Within a week, over 200 menstruating filmmakers globally reached out.

  • Selecting directors was challenging, particularly with the requirement that all filming needed to comply with local shelter-in-place and social distancing rules. But we were committed to showcasing authentic, resonant voices, even in the midst of a pandemic.

  • We selected four amazing filmmakers and one incredible editor from around the world and got to work, meeting and collaborating virtually.

  • Safety was the priority; each filmmaker used equipment, talent, and locations to which they had immediate access, complying with local shelter-in-place and social distancing rules.

the final spot

Behind the scenes

Making moves.

“How You Period” wasn’t just a campaign—it was a call to action to embrace the full spectrum of menstruation experiences. By prioritizing authenticity, creativity, and inclusivity, Saalt created more than an ad; they created a movement that resonated deeply with audiences.

  • A person smiling while holding a small red cup, sitting by a window with plants in the background.
  • A vintage filmstrip image showing a child balancing on an adult's legs in a playful pose indoors. The background features a bookshelf with books and a large plant.
  • A filmstrip showing a woman and a child indoors. The child, sitting on a counter, looks toward the woman. The background includes kitchen items and a window.
  • Two people on a rooftop at sunset, one posing and the other taking a photo.
  • Computer screen displaying a presentation slide with the title 'Talent Boards' and abstract wavy designs on a light blue background. The bottom text reads 'Video Shoot 2020' and a logo 'saalt.' is in the corner.
  • Collage of people in various indoor and outdoor settings, including video calls, reading by a window, relaxing with a pet, dancing, cycling in a forest, and enjoying a rooftop view.

When creativity delivers.

Increased engagement across social platforms, with audiences responding to the campaign’s relatability and authenticity.

Expanded brand awareness in key markets, including the U.S. and UK, positioning Saalt as a leader in sustainable period care.

Earned media in Shape Magazine, “Saalt is putting its own spin on cliché period ads.”

Stylized silhouette of a lightning bolt with angled lines and jagged edges.

At Against, we are comfortable in the chaos. When clients come to us with a challenge, we don’t stop at delivering on the brief. We challenge the challenges head-on. We are creative problem solvers. Period.

Smiling woman with long dark hair wearing a pink blazer and jeans, sitting against a beige background.

Cherie Hoeger, CEO —

“The Against team is exceptional at what they do, from production coordination and creative direction to developing high-level brand and digital strategies. But what we’ve come to value most is their passion and character as people. Collaborating with them is often the highlight of our work week because of the data and detail they put into their strategy and presentation. They are a joy to collaborate with and have become an integral part of shaping our brand.”