In the global campaign for Panadol, GlaxoSmithKline's fast-acting pain relief product, focusing on the Asia, Australia & New Zealand and the European markets, the creative vision was to revitalize the brand, moving away from its traditionally clinical image.

My team and I crafted a series of compelling stories centered around "busy people"—individuals who can't afford to interrupt their demanding schedules for something as minor as a headache. The campaign was led by a dialogue-driven TV commercials, a fresh approach for Panadol's global communications. This central theme extended to online content, amplifying the campaign's reach and engagement.