Poise X Katherine Heigl

Turning a taboo into a talkable moment

For years, Poise had struggled with a major challenge: no celebrity wanted to talk about bladder leakage. The stigma was real—and so was the silence. Then came the call: Could Piro do the impossible in just three months?

We were tasked with securing a celebrity, developing a full campaign, and delivering everything—TV, digital, social, print, photography, and more. All in under 90 days.

We started by going back to what we do best: unlocking the power of authenticity through story. Through our Piromaniacs workshop, we cracked the creative foundation that could make this subject not just palatable—but powerful. Then, we made the bold choice to bring in Katherine Heigl, a Hollywood star known for speaking her mind and owning her story.

From talent procurement and creative development to production (directed by Piro’s Tim Piper), post production (with help from our friends at Nomad), and delivery, Piro handled it all. The result? A campaign that didn't shy away from the truth—it embraced it. With humor, honesty, and a touch of Heigl charm, we helped Poise go from product avoidance to cultural relevance.