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This Sweet Ad About Arthritis Urges Us to ‘Keep an Eye Out for Invisible Pains’, 4 months, 2 weeks ago

Agency Primetime and director Mikkel Blaabjerg tell an everyday father-daughter story for the Danish Rheumatism Association

This Sweet Ad About Arthritis Urges Us to ‘Keep an Eye Out for Invisible Pains’

The Danish Rheumatism Association brings focus to the invisible pains that Arthritis patients experience everyday in this cinematic and narratively driven awareness film. It was directed by Mikkel Blaabjerg via Octopuss and created by the agency Primetime. 

In the film we follow a father and his daughter going about a relatively regular day - making breakfast, working, ballet class. But these everyday tasks aren’t quite as simple as they would be for non-arthritis sufferers.

Check out the ad below. 


Brand: Gigtforeningen

Creative Agency

Creative Agency: Primetime

Senior Copywriter: Tobias Enné

Senior Art Director: Lise Barslund Kjeldsen

Digital: Nanna Elming

Account Director: Liv Hedgaard

Production Company

Production Company Name: Octopuss

Director: Mikkel Blaabjerg

DOP: Jonas Berlin

Producer: Mia Mÿrallf, Linas Suprikas

Set Decorator: Vladas Dautartas

Post Production / VFX

Post Production Company: Camero

Colourist: Lasse Marcussen


Composer: Martin Hviid

Sound Design: Kevin Koch

Category: Associations , Corporate and social

Genre: People , Scenic , Storytelling