Doctor's Choice

About this film

Sourced from EiPi's imported production/caption review notes — not an AI-generated visual analysis.

Light, self-aware Arshdeep Singh campaign draws on a young athlete's experience of constant endorsement pitches.

Original caption

Verbatim from the original Instagram post.

For this one, it all came down to getting the ‘pitch' right. Endorsement work has settled into a formula. Big faces, bigger claims, and very little that people remember after. This campaign for Doctor’s Choice was built to move away from that. We looked at the world through Arshdeep Singh. A young athlete at the centre of constant attention, constant pitches, constant asks. The tone followed naturally. Light, self-aware, and unforced. Arshdeep’s personality shaped everything. We approached this as a system, not a single film. One DVC to establish the core idea. Four reels to explore it across formats and behaviours. Each piece designed to feel native to the platform while carrying the same central thought. All of it was created in-house at EiPi Media. Writing, production, post. Shot across one focused 8-hour window with a clear plan and tight execution. The goal was simple. Make people enjoy the content first. Let the product stay with them after.