Top spot of the week: Andrex, FCB London and director She King tackle the labor poo taboo. Andrex launches its latest campaign as part of its mission to help the nation "Get Comfortable" with all things toileting. "Push like you're pooing," the third installment of Andrex's "Get Comfortable" brand platform, tackles the next taboo on its mission, aimed at dismantling stigma around the labor/childbirth poo. "Push like you're pooing" is the final piece of work by the FCB London team before the Kimberly-Clark business transfers to McCann, as previously reported. 75% of women fear the labor poo. This startling statistic sits at the heart of the campaign. The subject is shrouded in embarrassment, shame and secrecy, but as both midwives and doctors point out, if you poo during childbirth, it means you're actually pushing effectively and with the right muscles. The hope is that the work normalizes the labor poo, and provokes conversation to enable birth partners, family friends and medical professionals to support pregnant women and birthing people in managing this anxiety that affects so many pregnant people. Directed by King She-the married team of Radha Ganti and Robert Lopuski-via production company Somesuch, this hero 120-second TV/cinema spot features real pregnant women, grappling with the taboo the campaign is challenging. The work shares both their real fears of the labor poo pre-birth and showcases the change in attitude post-birth once the taboo is busted. It also features real top-ranked searches, from women doomscrolling the subject, as well real UGC clips from women who had just given birth, sharing their own empowering stories to help others. Andrex partnered with the Positive Birth Company to share their expert guidance and reach even more women and birthing people who need support. Client Kimberly-Clark Brand Andrex toilet paper. Agency FCB London Katy Wright, Ben Jaffe, Laura Pirkis, Owen Lee, Kyle Harman-Turner, Tom Carr, Kirsten Barnes, Sophie Ladmore, Vicky Endicott, Jack Walker, Nikki Chapman, Caio Silva. Production Company Somesuch King She, director; Tash Tan, managing director/exec producer; Georgina Fillmore, head of production; Lucy Gossage, producer; Meghan Young, production manager. Editorial tenthree Ellie Johnson, editor; Becca Campbell, assistant editor; Ed Hoadley, producer. VFX Time Based Arts Miguel Wratten, VFX supervisor/2D lead; Jasmine Cooper, Jess Gorick, Lucy Lawrence, Matt Jackson, Olivia O'Neil, Ria Shroff, Simon Melin, Tom Robinson, Viola Bascombe, 2D artists; Simone Grattarola, colorist; Sian Jenkins, producer. Sound & SFX 750mph Jake Ashwell, sound designer/mixer. Music Soundtree Luis Almau, Luke Fabia, Ben Jones, composers; Jay James, managing director/exec producer. Tuesday, May 19, 2026 Californian lighting company Gantri has launched its wireless collection, aiming to transform people's experience of home and office interior lightscapes. To announce the new line of lamps, Gantri partnered with Canadian-based creative agency newkid on a strategic campaign that explores themes of freedom, movement, and vibrancy through dynamic imagery. The new collection of 10 lamps marks an achievement in both aesthetic and technical design. Produced by production company Fela and directed by William Ukoh, the film weaves the idea of connection throughout, for both the wireless lamps and, on a deeper level, the invisible thread that connects AICE all. Ukoh helmed both the 80-second film and shot the stills campaign, highlighting in both mediums the impact of a light that moves you and moves with you. Character-driven and full of personality, with a strong, cohesive visual language, the campaign artfully showcases the collection's charisma and energy. "The launch film is meant to capture a sense of wonder and community," said Ukoh. "We wanted to create a vibrant film, fueled by the spontaneity of jazz. Natural expressions of emotion, movement, and intrigue flourish with each handoff of the lamp, showing different types of relationships, and unlocking small but significant moments of life, love, and wonder along the way."

Gantri unveils wireless 3d-printed lighting in major partnership with Ammunition. Gantri, the San Francisco-based pioneer in 3D-printed lighting, has announced a significant leap forward in product innovation with the launch of its inaugural wireless lamp collections. Developed in strategic partnership with the award-winning industrial design studio Ammunition, this initiative represents a major diversification from Gantri's traditional wired offerings, aiming to provide consumers with unprecedented flexibility in how and where they illuminate their spaces. The new collections are expected to debut later this year, initially focusing on portable, battery-powered designs for various indoor applications. The evolution of sustainable design and accessibility. This development is not merely an incremental product update but a strategic pivot reflecting broader industry trends towards sustainability, modularity, and user-centric design. Gantri has built its reputation on leveraging advanced 3D printing technology to produce designer-quality lighting fixtures more efficiently and sustainably than conventional manufacturing methods. By using plant-based PLA materials and a localized manufacturing model, Gantri has already disrupted the traditional lighting supply chain, reducing waste and lead times. The introduction of wireless functionality further enhances this value proposition, addressing a common consumer desire for portable, unconstrained lighting solutions that seamlessly integrate into dynamic living environments. Key design and technological enhancements. The collaboration with Ammunition, known for its work with brands like Lyft, Adobe, and Polestar, brings a sophisticated design sensibility to Gantri's technological prowess. While specific models and pricing are yet to be fully disclosed, sources indicate the initial wireless offerings will feature compact, aesthetically driven designs suitable for bedside tables, outdoor patios, or as accent lighting in areas without immediate power outlets. These lamps are expected to incorporate long-lasting, rechargeable battery technology, potentially offering several hours of illumination on a single charge. The partnership leverages Ammunition's expertise in creating intuitive and human-centered products, ensuring that the wireless transition maintains Gantri's commitment to high-end design principles while maximizing user convenience. This move is projected to increase Gantri's market capture by 15-20% within its portability segment over the next fiscal year. Industry impact and market positioning. The introduction of wireless capabilities positions Gantri directly against a growing segment of smart home and portable lighting solutions, currently dominated by established players and a surge of smaller, design-focused brands. This strategic enhancement is expected to differentiate Gantri by combining its unique 3D printing methodology - which allows for rapid prototyping and bespoke design at scale - with the highly sought-after convenience of wireless power. The move could pressure traditional lighting manufacturers to accelerate their own development cycles for sustainable and flexible product lines, fostering greater innovation across the sector. Analysts predict a potential 5-10% shift in market share towards design-led, technologically advanced players in the portable lighting space within the next two to three years. Expert perspectives on strategic alignment. Industry experts view this partnership as a shrewd strategic alignment. "Gantri's move into wireless lighting, especially with a partner like Ammunition, addresses a critical market demand for both aesthetic excellence and functional flexibility," says Dr. Evelyn Reed, a design and technology analyst at Aura Insights. "Their 3D printing core competency allows for rapid iteration and customization, which, when combined with wireless power, unlocks entirely new use cases and customer segments. This isn't just about cutting a cord; it's about reimagining how lighting integrates into modern life." Reed also notes that the sustainable narrative, central to Gantri, will resonate strongly with environmentally conscious consumers, potentially boosting brand loyalty and premium pricing power. The future of illuminated living spaces. The implications of Gantri's wireless expansion extend beyond specific products to the broader future of home and office illumination. This shift could accelerate the adoption of adaptive lighting schematics, where light sources are no longer tethered by electrical outlets, allowing for more dynamic spatial arrangements and personalized ambiance. Future developments could include integration with smart home ecosystems, advanced sensor technologies for ambient light adaptation, and even kinetic charging solutions. Gantri's commitment to continuous innovation through its design partnerships suggests a clear trajectory towards becoming a leader in the next generation of intelligent, sustainable, and aesthetically forward-thinking lighting solutions, potentially paving the way for further collaborative ventures in smart furniture and connected home devices. The company has hinted at exploring solar-powered versions in the coming years, further solidifying its commitment to environmental stewardship and user freedom. Enjoying this article? 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