Intercourse-Constructive Grownup Leisure Model Retains Company

LONDON — Communications company Cow has been appointed by sex-positive grownup leisure model Erika Lust on a retainer masking media relations, inventive campaigns and reside occasions.

Barcelona-based Erika Lust Movies contains subscription-based on-line platforms Else Cinema, XConfessions, The Retailer and Lust Cinema. Cow may even be working with Erika Lust on The Porn Dialog, a non-profit undertaking that provides free and accessible instruments for educators and households to speak to younger folks about intercourse, starting with the subject of porn.

Swedish filmmaker and firm co-founder Erika Lust (pictured) broke into the grownup leisure trade in 2004 with unbiased grownup cinema that goals to transcend conventional gender roles and stereotypes. Lust asserts the significance of “the feminine gaze” and having girls writing and directing grownup movies. In 2021, her agency launched ‘Wash Me’, the primary specific movie to cope with the subject of intercourse and breast most cancers, written and directed by Rebecca Stewart, who had breast most cancers herself.

Erika Lust’s director of communications and content material Eva Garcia stated: “Our mission is to rejoice sex-positive tradition. We do that by way of cinematic porn, instructional initiatives and digital content material that embrace empowering views on porn, sexuality, and pleasure. We had been impressed with Cow’s expertise on this discipline, how they understood our model values and really excited by their disruptive and daring inventive method”.

For the previous three years Cow has been creating campaigns for Swedish sexual intimate hygiene model Intimina, together with a partnership with Pantone to create Interval Crimson. Final month, Cow additionally launched the world’s first crotch sponsorship with London Colney FC for sexual pleasure model Lelo to normalise conversations about male intercourse toys.

Cow inventive director Mark Perkins stated: “We utilized the identical viewers lens to moral porn as we’d to moral style, meals or journey and our method of playfulness, provocation and function hit the spot. We’re excited to be coming collectively to create taboo-busting work that places sex-positive porn into the mainstream dialog.”