Focusing on key innovations, new Move Free Ultra is a revolution in joint health with strong benefits and a unique form to the category.


Your joints aren’t merely the connection between two bones. They’re what connect you to your life – enabling everything from everyday tasks to activities that are most important to you with the people that matter most. But big pills can be a huge turn off, particularly if you don’t believe they work.


The key to highlighting the advantage of Move Free Ultra was scale. Using visual techniques to pull a lot of big magic out of our tiny little pill, we delivered a straightforward message in an unexpected way. The visual surprise is full of life and becomes a nice bit of sugar to help the medicinal message go down.