we see your pain


Every headache sufferer experiences their pain in an extremely personal way. Excedrin and agency Weber Shandwick sought to visualize this insight from consumers with a campaign themed around a double exposure technique that would display dynamic visual metaphors for what was occurring in each person’s head. Weber Shandwick teamed with creative studio Nice Shoes, who further developed the effect and handled all post production for the VFX-driven campaign.

The Nice Shoes team, led by executive creative director Harry Dorrington and newly signed creative director Andreas Berner, explored the concept across a number of styleframes and motion tests.


Agency Weber Shandwick
Production Company Mindset Content Group
Post Production/VFX Nice Shoes Executive Producer Angela Bowen ECD Harry Dorrington Creative Director Andreas Berner Senior Producer Russ Dubé Editor Dana Bol Designer Theodore Daly Designer Yandong Dino Qiu Designer Yung Jae Suh CG Supervisor Andy Zazzera CG Lead Alex Kline VFX Lead Adrian Winter Compositor John Seppala Compositor Elias Saliba Colorist Sal Malfitano