NEVER OVER

Eli Lilly’s “Never Over” campaign, created by Wieden+Kennedy Portland, draws a parallel between Olympic sport and scientific research. Launched ahead of the Milano Cortina 2026 Winter Games, the film positions progress — in athletics and medicine — as a continuous process rather than a destination. Brand: Eli Lilly and Company Event Context: Milano Cortina 2026 Country: United States Year: 2026 Category: Healthcare / Brand Campaign Structured around the scientific method, the film blends archival footage of sport, lab work and medical imaging, underscoring the persistence required to improve both human performance and human health. Directed by Martin + Lindsay and built from nearly a century of archival material, the work frames resilience not as a moment, but as momentum. Credits (Condensed Editorial Version) Client: Eli Lilly & Co. Agency: Wieden+Kennedy Portland Directors: Martin + Lindsay Production: Furlined / Emilie Muller Productions Editorial: Joint #milanocortina2026 #advertising #creativity