Kruidvat Menstruatie
Kruidvat campaign film reframes menstrual care as an unremarkable part of daily life, written and directed by Michiel Spijkers and Robin Kranenborg.
Shot in a documentary, slice of life style with handheld, in-the-moment camerawork, the film follows small ordinary moments around getting your period: asking someone else for a tampon, a day that isn't especially cheerful. A football-inspired angle for the female cast trades soft sentiment for something tougher and more direct, treating menstruation as exactly what it is: normal.
About the project
Kruidvat Studio approached Michiel Spijkers and Robin Kranenborg to develop a menstrual care campaign film built on one idea: getting your period is completely normal, and talking about it should be too. The brief called for honesty over polish: periods aren't always a cheerful topic, and asking someone else for a tampon can be genuinely awkward. The duo built the concept and script around that everyday reality rather than softening it or turning it into a celebration.
The film leans on a documentary, slice of life style, favouring handheld, in-the-moment camerawork over staged campaign photography, so the small ordinary frictions of a period read as lived-in rather than performed. A football-inspired angle for the female cast adds a grounded, tougher edge, moving away from typical soft-focus femcare imagery.
Michiel and Robin developed the concept and direction together as their first official project under their new creative duo, and stayed involved through the edit to keep the tone consistent with the original brief.
Michiel’s role
Creative concept with Robin Kranenborg
Creative direction with Robin Kranenborg
Script
Film direction
Edit direction
Output
20-second campaign film
Social cutdowns
Deployed as paid media across social channels
Credits
Director: Michiel Spijkers
Creative: Robin Kranenborg
1st AD: David Vis
Producer: Simone Besseling
Production Assistant: Florence Mol
DOP: Daan Huttinga
1st AC: Krijn Wintjes
Gaffer: Thijs Besteman
Best Boy: Joep Fransen
Art Director: Remke van Apeldoorn
Styling: Elske
Make-up: Sascha Koninkx
Main Soccer Player: Alyssa
Soccer Players: Parel, Darlycha, Julie E
Party Girl: Gaby
Sisters: Shaniqua & Sharlane
Available for campaign photography, film direction, creative direction or visual advice. Send a short note about the project, timing and what the work needs to do.
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