Approach:

The use of a visual metaphor, a length of rope knotted in the middle depicting the different facets of pain endured was chosen.
Being involved from the initial brief, I visualised the concepts, drew up storyboards, sourced the photographer, rope, model, art directed and finished the artwork for press.
This concept was seen  through to POS, in-pharmacy educational material, press and TVC.
Statistics proved the product had excellent recall and boosted sales over the client’s expectations.