Multiply

Project

One of three ads directed by Joe for Nurofen by McCann London. The aim was to do something new, injecting a bit of fun whilst gently sending up the usual scientific infomercials that define we all know from pain killer ads. There was a lot to tell in a short space of time so Joe decided to really home in on the lead character, making vignettes that were rich in detail but also very clear progressions on the story they were telling.