It is hard to imagine but the simple act of exercising outdoors was illegal for women in Saudi Arabia up until a few years ago. While the founder of a gender-inclusive cycling community fights an uphill battle for women’s rights in the country, Panadol Extra takes care of her physical pains.
Created with Emmy nominated director Rod Blackhurst, we made a spot for a familiar painkiller brand done in an unfamiliar way— no pain shot, no 3D cutaways of the product working. Just a gritty, honest film that reveals real social pains, and the very real hero who meet these pains with strength.
