Eve Sanitary Napkins

Overview

Samrach Film Production partnered with Eve, a leading feminine hygiene brand in Ethiopia, to produce a powerful, story-driven commercial promoting confidence, care, and sisterhood. Set in a serene and empowering visual narrative, the ad follows a calm, self-assured woman enjoying moments of peace — fishing, biking, and moving freely — until she encounters a group of high school girls walking together. In a striking moment of symbolism, she tosses Eve pads toward them, which they confidently catch — visually representing the passing of strength, comfort, and trust from one generation to the next.

Project Objectives

The commercial aimed to position Eve as more than just a sanitary product — but a brand that empowers women through every stage of their journey. The goal was to normalize feminine hygiene conversations, show dignity in periods, and portray Eve pads as a product designed with women’s lives, movement, and confidence in mind. The campaign sought to reach a young, urban female audience and their families with a message of empowerment, freedom, and self-care.

Project Scope & Strategy

Samrach handled the full creative process, including concept development, scriptwriting, casting, and on-location filming, followed by animation and post-production. The creative strategy focused on visual metaphor and subtle emotion — letting actions and atmosphere speak louder than dialogue. A voiceover and infographic animation segment toward the end delivers product features in a clean, informative style without disrupting the story’s tone.

Design & Production

Cinematography emphasized soft lighting, open landscapes, and natural motion to convey freedom and comfort. Every visual — from the bike gliding on a quiet road to the gentle act of casting fishing line — reinforced the brand’s values: calmness, ease, and confidence. The symbolic pad handoff moment was filmed in stylized slow-motion to create an empowering, cinematic feel. Casting was intentional — representing a warm, relatable lead woman and confident, youthful students.

Post-Production

Post-production integrated real-world footage with animated infographics to communicate key product qualities like softness, absorbency, and all-day comfort. The transition from cinematic to animated ensured the commercial delivered both emotional resonance and functional clarity. Voiceover was recorded in a confident and calming tone, tying the product narrative to the visual message of self-assurance and support.

Distribution & Promotion

The commercial aired on national television, as well as digital platforms like YouTube, Facebook, and Instagram. Its hybrid format allowed it to perform across screens — from mobile to broadcast — and it was promoted as part of Eve’s broader campaign on feminine health, self-confidence, and menstrual dignity.

Lessons Learned

This project confirmed the power of combining narrative imagery with clear product messaging, especially in sensitive categories like feminine hygiene. By showing women in moments of peace, movement, and solidarity, we were able to create a commercial that didn’t just sell a product — it told a story of trust, confidence, and womanhood in Ethiopia.