WOMEN | Bayer
Anything but Normal
Brand
ProjectAnything but Normal
Date
Feb 2026
Description
Bayer’s Anything but Normal campaign addresses the normalization of symptoms related to periods and menopause. The project shifts the perspective on women’s health through a cinematic lens, utilizing live-action techniques to bridge the gap between individual experience and medical awareness. Creative agency VML Health steers the project with a moody, high-contrast aesthetic. Through the use of low-key and chiaroscuro lighting, the visuals lean into a theatrical atmosphere, emphasizing emotional depth and isolation. The imagery maintains a warm, terracotta-heavy palette that grounds the campaign in a deliberate, intimate tone.
Style
Horizontal, Cinematic, Moody, Warm
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