The short film was directed by Laura Marciano, whose work for brands like Maison Kitsuné and YSL Beauty combines traditional advertising with cinematic storytelling.
“Emergency contraception is a fundamental right for all individuals,” said Marciano. “As a French woman, I am extremely lucky to benefit from this right, with no prescription or paperwork needed, and for free. Julie makes the experience of accessing EC way easier for Americans. I am thrilled to be able to contribute to this edifice at my small scale. To be able to support an American team and brand that fights for this right to contraception—I didn’t think twice.”
Julie EC offers Levonorgestrel 1.5mg, an FDA-approved, progestin-only emergency contraceptive that helps prevent pregnancy by temporarily delaying or stopping ovulation. The pill is neither a form of birth control nor an abortion pill; rather, it helps the body stop a pregnancy before it starts and is most effective when taken within 72 hours after sexual intercourse.
The brand's strategy for the campaign is rooted in education, and she hopes it will open the door to a more authentic conversation for women and men around emergency contraception.
The film tells the story of three different people’s experiences with Julie EC. The film features a single woman after a night out, a young couple, and a family. All three need emergency contraception for different reasons and ultimately cross paths at the moment of purchase. The film stars cultural icon Patia Borja, Starface and Fenty beauty model Nishta Jaikarran with her partner Malcolm Alexis, and Rachael Finley alongside her daughter Mars and partner Zak Quiram. Comedian Dana Donelly appears as the store cashier.
