"With this spot I wanted to create something where meaning and story could be conveyed purely through lens choices, framing, lighting, and performance," says Director/Writer Dominic Lahiff of his Advil spec spot. "I also thought it would be interesting to depict a pained mind state. After some research I settled on devising a spot for Advil Migraine."

According to WebMD, the defining features of a migraine are:

1. Dull, thudding pain
2. Stiff and aching neck
3. Nausea
4. Photophobia (extreme sensitivity to light)

By visually representing each of these respective migraine symptoms, the spot takes the viewer on a journey mirroring that of the migraine sufferer: Diopters, bendable mirrors, an old-school flashbulb gun and Arri's Timing Shift Box were used to create these increasingly nightmarish effects. The confined location, tight framing and long-lenses were intended to convey the subject's psychological claustrophobia. Kino-Flos and flickering increasingly painful strobe- lighting add to the air of physical discomfort and mental pain.

"As always, I was aided in the process by the abundant talents of Cinematographer Chris J. Lytwyn and editor Lucas Howe," Lahiff nores. "Particular praise must go to Lucas in this instance as it was his staccato edits which created the spot's rhythm and his sound-design which really crystallized the subject's pain. Hats off also to actor Trae Hicks who withstood cameras, lenses and flashing paparazzi strobes at close range and still delivered an emotionally-affecting performance."

For a higher-res version please visit: http://www.dominiclahiff.com  

Advil "Reverse Undo"

Director/Writer: Dominic Lahiff
Production Company: www.dominiclahiff.com
Cinematography: Chris J Lytwyn
Editing: Lucas Howe
Graphics: G M D THREE