There are always “must-haves” and “must communicates” with every briefing, and with this project, the laundry list was a long one.  We needed to show the iconic shape of the bottle, the logo, and Aleve’s signature arch. We needed to communicate that the pain relief the product delivers lasts all day. In some of the spots, we also had to focus on specific benefits, such as relief of seasonal symptoms and back pain. And we had to do it all very quickly.

We were able to check all of the boxes and still deliver a result that was uncluttered and beautiful which is an achievement of which we are very proud.

Pharma and package goods are categories in which most creative agencies are not clamoring to do reel-worthy work. But for us, the Aleve rebranding represented an opportunity not only to do something stunning, but to buck the naysayers with work that elevates the trajectory of the whole genre. We believe in creating work at that caliber for everyone. Here, we achieved that.  Erin frequently uses this project as a case study during her speaking engagements.