Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


This Sweet Ad About Arthritis Urges Us to ‘Keep an Eye Out for Invisible Pains’, 1 year 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. 

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Brand: Gigtforeningen

Creative Agency

Creative Agency: Primetime

Senior Art Director: Lise Barslund Kjeldsen

Senior Copywriter: Tobias Enné

Digital: Nanna Elming

Production Company

Production Company: 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