Pfizer Inc. is an American multinational pharmaceutical corporation headquartered in New York City and one of the world’s largest pharmaceutical companies.

“World’s Best Healthcare Commercial”

Chimney was recognised at the New York Festivals Global Awards: World’s Best Healthcare and Wellness Advertising. Xejlanz won the Global Award in the Pain Management category for their “Living Nightmare” commercial for Rheumatoid Arthritis; produced by Chimney Sydney.


Chimney was approached by Grey Health Group to work on the Xeljanz medication campaign. Direct advertising for prescription medication is forbidden in Australia, and the campaign was tasked to raise awareness for Rheumatoid Arthritis. As most sufferers do not display visible symptoms, the campaign was challenged with communicating the invisible disease.


Chimney adapted the original script to first person POV and worked closely with Grey Health Group to ensure the symptoms were visually communicated in every shot. Rheumatoid Arthritis is a disease where the pain is internalised and experienced on a very personal level. The POV solution and amplification of the in-camera and visual effects elements enable the viewer to experience the debilitating effects of the disease.


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.

The Talent

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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