David Reviews
 "You're not an artist, Peggy. You solve problems." Don Draper.
FINCH SWOOP FOR ARUNDATI THANDUR.
24 July 2024

FINCH have added director Arundati Thandur to the roster after the success of ‘I'm Dying Inside' for Modibodi. The five-part series about menstruation took TikTok by storm last year, and made CEO Rob Galluzzo say: "I'm jealous of how Arundati sees the world."

When asked why 'I'm Dying Inside' struck a chord with Generation Z, Thandur says: "They value authenticity. They want to cut through the bullshit. We know Modibodi underwear is an absolute necessity—it's effective. So rather than focus on plugging a product, we focused on appealing to the humanity of the characters and the wonderful details around the product in the story world."


The director adds: "If filmmaking was a walk, creating successful online content is sprinting. We were forced to think outside the box. But do it at a pace that's able to keep up with what’s funny on the internet. They don't want to be told what to think. If they like it, they like it."

And, er, what does her mum have to say all about this? You need to break the egg to make an omelette!" Wise words from Mother Thandur, but before you start cooking, check out this commercial for XXXX about Australia's endless summer. Lucky buggers.


For more information about Arundati Thandur, drop Corey Esse a line via finchcompany.com or call +61 2 8353 7500.
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