Lilly’s exercise in optimism
In collaboration with athlete Caitlin Clark, the American pharma company launches an uplifting and candid campaign reframing movement as the best medicine.
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Credits
View on- Agency Wieden + Kennedy/Portland
- Production Company Biscuit Filmworks/USA
- Director Isaiah Seret
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Credits
View on- Agency Wieden + Kennedy/Portland
- Production Company Biscuit Filmworks/USA
- Director Isaiah Seret
- Editing Joint Post (In-House at Wieden + Kennedy)
- VFX TRAFIK
- Color Company 3/New York
- Audio Post Field Day Sound
- Chief Creative Officer Felipe Ribeiro
- Executive Creative Director Pierre Jouffray
- Executive Creative Director Derek Szynal
- Art Director Julia (Juju) Merten
- Director of Production (HP) Orlee Tatarka
- Executive Producer Heather Smith Harvey
- Senior Producer Jennie Lindstrom
- Head of Design Alicia Kuna
- Copywriter Kobee Mendoza
- Head of Production Sean Moody
- Production Designer Akin McKenzie
- Production Designer Sandra Cabriada
- DP Jackie Bao
- Editor JB Jacobs
- Assistant Editor Micole Joyner-Cottle
- Head of Production Catherine Liu
- Executive Producer Annie Maldonado
- Senior Producer Becca Riehl
- Senior VFX Producer Juliana Watson
- Executive VFX Producer Karena Ajamian
- VFX Supervisor Andre Arevalo
- Color Producer Shannen Troup
- Colorist Sofie Borup
- Audio Mixer Noah Woodburn
- Audio Mixer Natalie Huizenga
- Sound Designer Morgan Johnson
- Sound Designer Mike Regan
- Executive Producer Leslie Carthy
- Composer Dan Romer
- Talent Caitlin Clark
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Credits
powered by- Agency Wieden + Kennedy/Portland
- Production Company Biscuit Filmworks/USA
- Director Isaiah Seret
- Editing Joint Post (In-House at Wieden + Kennedy)
- VFX TRAFIK
- Color Company 3/New York
- Audio Post Field Day Sound
- Chief Creative Officer Felipe Ribeiro
- Executive Creative Director Pierre Jouffray
- Executive Creative Director Derek Szynal
- Art Director Julia (Juju) Merten
- Director of Production (HP) Orlee Tatarka
- Executive Producer Heather Smith Harvey
- Senior Producer Jennie Lindstrom
- Head of Design Alicia Kuna
- Copywriter Kobee Mendoza
- Head of Production Sean Moody
- Production Designer Akin McKenzie
- Production Designer Sandra Cabriada
- DP Jackie Bao
- Editor JB Jacobs
- Assistant Editor Micole Joyner-Cottle
- Head of Production Catherine Liu
- Executive Producer Annie Maldonado
- Senior Producer Becca Riehl
- Senior VFX Producer Juliana Watson
- Executive VFX Producer Karena Ajamian
- VFX Supervisor Andre Arevalo
- Color Producer Shannen Troup
- Colorist Sofie Borup
- Audio Mixer Noah Woodburn
- Audio Mixer Natalie Huizenga
- Sound Designer Morgan Johnson
- Sound Designer Mike Regan
- Executive Producer Leslie Carthy
- Composer Dan Romer
- Talent Caitlin Clark
In partnership with Wieden + Kennedy, pharmaceutical brand Lilly has launched this inspiring spot directed by Isaiah Seret through Biscuit Filmworks, in collaboration with athlete Caitlin Clark.
In an interesting shift from the usual tropes of medicine ads, the initiative, titled Start How You Can, blends stripped back, intimate vignettes with an honest voiceover from Clark, celebrating exercise – in whatever form you works for you – as the most powerful form of preventative healthcare.
Caitlin Clark, Lilly Partner, added: “Everybody’s day one looks different. I think a lot of people wait until they feel ready, but that’s usually what holds you back,” said Caitlin. “That mindset is a big part of why this campaign resonates with me — especially partnering with Lilly, given our shared focus on helping people live healthier lives. It doesn’t have to be a lot. Just find a small win and build from there. Start how you can.”
