Actimove's inner strength

Created by Publicis London and directed by Quentin Deronzier through Arts & Sciences London, these two spots for Actimove blend live-action with CGI to show the difficulties people living with chronic and acute pain can experience.

As each of the 30-second spot build, we witness a world where movement comes with real weight, which dramatises the inner strength required to overcome resistance, using a dark and distinctive visual language.

In one film, a woman cycles through thick black tar while, in another, a man climbs an endless staircase in a thunderstorm. Both are backlit against darkness, pushing forward into the light as resistance builds around them. Each pushes through extreme, relentless conditions before the scenes return to everyday life, revealing the resilience and inner strength it takes to live with pain.

“We challenged the codes of the category by making internal pain visible and giving it real weight and presence on screen," said Noël Bunting, Chief Creative Officer at Publicis London. "Every movement is pushed to its limit, every frame built to show what people are up against. When you see that, those everyday movements stop feeling small and start to feel like what they really are. Heroic acts of inner strength.”