DOUGIE WALLACE
FOR
PANADOL

Dougie Wallace is commissioned by Publicis to shoot for Panadol through his signature documentary lens, capturing everyday moments of pain across transit spaces, from cars to malls and airports. Shot in Dubai, the campaign focuses on relatable situations when you might reach for paracetamol.

Dougie’s unfiltered approach brings authenticity to the campaign. Rather than constructing elaborate shots, he works alongside the film crew, moving quickly and making just enough adjustments to capture natural moments. The result is a set of images that feel true to life, balancing spontaneity with sharp, considered composition.

DOUGIE WALLACE
PUBLICIS 
PANADOL

This was a big scale shoot with a 50-strong cast across 5 shoot days and a long shot list to get! Working closely with Smuggler, and shooting alongside the TV team, Dougie was able to be really nimble and react fast to stepping into set. Shooting took place both in a studio and on location with big sets built, including an Airport lounge, with another shoot location being a shopping mall, shooting after hours.

Dougie loved being part of something so big, temporarily stepping away from the Soho streets that he is so well known for, and bringing some of the same energy to multiple global markets half way across the world!

PHOTOGRAPHER
@DOUGIE WALLACE

CLIENT⁠
@PUBLICIS 
@PANADOL

STYLING
@Marianne Taouk

HMU
@HANI KLEIB
@Tatiana Kulikova