Bold statement, we know. But we’ll take it.

Chimney was recognized at the “New York Festivals Global Awards” for our production and post-production/VFX role in the award-winning Xeljanz, “Living the Nightmare”, commercial for rheumatoid arthritis. The global award was in the pain management category, with the spot produced by Chimney Sydney after being approached by Grey Health Group to work on the campaign.


Highlight the daily challenges for a sufferer of Rheumatoid Arthritis (RA), an invisible and often debilitating condition. Pfizer wanted the focus to be on RA symptoms while also giving patients hope that quality, effective care is available once they have a conversation with their HCP. Lastly, as to not scare sufferers, the tone of the film was important.


The tone of the film had to strike a careful balance between nightmarish and uncomfortable, yet hopeful. The film involved a significant amount of VFX as well as a unique filming method. Chimney developed the approach, brought a personal touch to the film, and literally put the viewer in the shoes of someone with RA, taking them through the average morning of a patient. To represent a dream like state, colors and tones were carefully chosen. The campaign was recognized at the New York Festivals Global Awards: World’s Best Healthcare and Wellness Advertising winning the Global Award in the Pain Management category.


With an overwhelmingly positive response, the video received 100,000+ organic views within the first phase of release. With 40,000+ Facebook shares and 1,000+ comments, the campaign was successful in raising awareness of Rheumatoid Arthritis amongst the Australian community and providing sufferers with content they can identify with.



Client: Pfizer/Xeljanz
Agency: Sudler/(formerly Grey Health Group)
DOP: Ben Shirley
Executive Producer: Bo Thorp
Producer: Rosie Parker
Editor: Johan Polhem
Sound: Rumble Studios
Post Production/VFX: Chimney/Haymaker

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