Let’s talk about something half the population experiences but hardly anyone discusses—VMS, or as most people know them, hot flashes and night sweats. These symptoms affect 80% of women aged 45 to 60, but few know their proper name.

For Astellas Pharma, we teamed up to create a campaign that shines a light on these everyday experiences. With a mix of clever words and visuals, we’re helping women recognize VMS for what it is and encouraging them to seek treatment.

From concept to final cut, we loved bringing this project to life. We worked closely with both Dear Friends and Astellas to craft a film that hits home, paired with a comprehensive campaign that spans everything from waiting room TV to social media and digital billboards.

- Script development

- Location scouting

- Casting

- Production

- Filming

- Post-production

- Stills

Director: Henrik Hedin
Director of photography: Pierre Wernäng
Client: Astellas Pharma
Agency: Dear Friends