Aleve lasts 12 hours. A whole day.

We thought, maybe there's a more tasteful way to show that than seeing piles of pills in people’s palms.
We went out, without client approval, and made this proactively.

And I donated my hair to the cause.

The client loved the idea so much, they asked us to make pre-roll, Facebook and TV versions
and went on to replicate the new formula for future work.

With Aaron Straka