Forward Health positions itself as a cure for such ills. In amusing ads that drop today, the concierge primary care startup presents disorienting takes on familiar scenarios—such as signing in for doctor appointments and receiving test results. The spot find a fun way of illustrating the bewilderingly backwards nature of the American medical system

It wasn’t easy on the actors—choreographing and executing a scene in reverse is challenging,” says Sean McBride, creative chief at Arnold Worldwide, which developed the campaign with MJZ directors the Perlorian Brothers. And obviously we needed a good deal of coverage, because we were merging forwards and backwards action in both spots. So, it was a pretty hectic day.

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