Living Nightmare

We were tasked by Pfizer to create an awareness campaign to visualise life with rheumatoid arthritis (RA). RA sufferers find it hard to express the impact their condition has on their lives. To help raise awareness of RA we brought these symptoms to life by showing the simple act of getting out of bed let alone getting out of the house can be strenuous due to painful joints and crippling fatigue. Some days the pain is manageable but most mornings a sufferer can wake up to a living nightmare. Most suffers look relatively healthy therefore this film was shot in POV style, putting the viewer in an RA sufferers’ shoes.

Role: Creative Director

Client: Pfizer

Agency: greyhealth, Australia

Production: Chimney