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Vice Asia

THE BRIEF

Everyday Friday launched themselves as a young and rebellious brand, synonymous with skateboards and retro flash cameras. The challenge for us, was to capture this mood while keeping it a product specific shoot.

We co-wrote, casted, filmed, and produced episodic YouTube series, vertical format shorts, and interactive digital vignettes designed to demystify complex social, nutritional, and relationship barriers for Chhaa Jaa and Khullam Khulla. By focusing on raw sensory details; the genuine expressions of real girls sharing their stories, the natural play of set character arcs, peer discussion spaces, doctor panels and the authentic chemistry between sisterhood characters, we made the digital experience feel entirely tangible and supportive for young girls navigating critical life decisions.

A magnetic online ecosystem that drove organic curiosity, resulting in a sustained inflow of community interactions, online signups, high view-through retention rates, and measurable behavioral impact across an audience of millions of empowered young minds throughout Indian rural areas.