Excedrin Works | Real People. Real Stories

Excedrin Works was designed to shine a light on the impact of migraines at work and foster a greater empathy for sufferers in the workplace. Through the use of real people, real stories and mobile-optimized 360 video, non-sufferers can now experience what it’s like to get a migraine at work.


Excedrin set out to capture the real lives of migraine sufferers. Showing the real impact on their professional and personal lives in this three part docuseries.

Emergency Medical Technician

Experience what it’s like living with migraines as an EMT. 

Pastry Chef

A busy NYC kitchen presents a new set of problems for Sara.

Language Interpreter

Linguistic problems become  more challenging with migraine.

Pioneering the Use of 360º Video in the Health Space

Whether you’re on your couch at home, in bed while flipping through your feed or at a press event. We wanted people to truly experience a migraine. So, we created two immersive 360º videos using the Nokia OZO camera and off the shelf Google Day Dream technology.

Behind the Scenes

A look at what it takes to bring to life an innovative multi-channel campaign.


Excedrin saw a 41% lift in brand favorability in our target audience…a 38% increase in branded searches for Excedrin…375 million earned media impressions…and saw a 22% increase in sales year-over-year.

But our biggest success was providing real relief for migraine sufferers deepest pain: being misunderstood.


  • Gold Smarties – North America 360º Video
  • Bronze Smarties – Global 360º Video
  • Bronze Effie: Excedrin Works – Healthcare OTC