Shaping the Stayfree Campaign Before the Shoot

Stayfree, from Johnson & Johnson and also operating as Kenvue, needed confidence in the scripts before Kiara Advani stepped on set. Omnicom partnered with Vinci to test ideas in research rooms first.

The audience was women the brand was speaking to, tested before the live shoot. The brief was previs and brand films in one pipeline: learn from animatics, then produce the ad films that cleared research.

Vinci Studios made the animatics and the films that followed. Deliverables on record are the animatics and the Stayfree ad-film set, including the lullaby master linked as the hero above.

Approach was animatics and narramatics first so brand, production, and agency could align on story, performance, pacing, and product before cameras rolled on the Kiara Advani shoot. Variant cuts on this page show how commerce and narrative versions stayed related without duplicating full production twice.

Brand films and previs tags both apply: the lullaby film is the emotional anchor, narramatics explore line and scene beats, and the period panty animatic extends the system into another product story.

The hero Vimeo master is the Secure Lullaby cut. Additional films below are narramatics and the period panty animatic called out in intake. Public URLs for every Stayfree master were not all confirmed in editorial notes; what is linked here matches Vimeo IDs on file.