Advil

What pain?

As the faster & stronger leader of the pain category, Advil stands for defiance and living beyond pain and the Distant Memory campaign was born from that thought. One of my goals, upon entering the world of found footage, was to continue pushing the campaign and spirit and bring some harmony to the visuals. Linking imagery from many different sources can be tricky but we've managed to make the all the found footage, produced shots and brand graphics work together in a complimentary way. 

One of the first projects was launching a new Liqui-Gel pill that's key benefits were the smaller size but works just as fast and strong against pain.

I was onboarded to the brand at the beginning of the post production process for another product launch, Advil Menstrual Pain. In keeping true with the spirit of showing life beyond pain, we sourced footage from all over to show a diverse range of women doing the things they wanted to without being held back.