Although there is a wealth of educational and awareness materials available, the majority of the sufferers still describe their condition as ‘misunderstood’ by those around them and most importantly, those close to them.

While the head pain market in Poland and around the world is highly competitive, most competitors only build awareness of their products using ATL channels. Very few are increasing awareness about migraine as a condition and educating those who do not sufferer.

Alongside each symptom depiction being signed off by medical, restrictions that also incorporated were disclaimers, disabling all ‘comments’ online and including a standardised legal.

How would you handle a migraine? If you’ve never had one, you probably think it’s just a bad headache. Excedrin, the head pain medication, set out to show the world that migraine is much more.

We built a migraine simulator using a modified Oculus Rift and challenged the friends, family and co-workers of migraine sufferers to take on the full range of their symptoms for just half an hour.

Our challenge was to tell the story of the experiment in a short, shareable film online that increased empathy toward migraine sufferers – effectively telling two stories, how the simulator was built, and the impact it had on non migraine sufferers.

We created a film that combined documentary style footage from the simulator’s development with actual footage of the experiment in progress from the subject’s point of view, showing the world that migraine is severe, complex, and much more than just a strong headache.