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Passion Pictures Melbourne directors, McBess & Simon, and Sydney agency WiTH Collective recently collaborated on a series of ‘Friendless Fairytales’ for pharmaceutical company Pfizer.

Born from the notion that ‘some things are harder on your own’, the spots are classic tales retold, featuring hero characters left to fend for themselves through various trials.

Featuring a punchy pop palette and McBess & Simon’s indomitably cheeky style, the campaign will be rolled out across social media from today.

Says Katie Mackin, Passion Pictures EP, ‘We’re very pleased to have the opportunity to introduce McBess & Simon into the APAC market, particularly with the opportunity to work across such an interesting brief. Creating entertaining and eminently shareable content is what we’re always striving to do.’