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Body pain affects nearly 90% of people. Most creative work is rational, featuring complicated science and graphics. It is often ignored because pain itself isn’t felt rationally. This creative work appeals to people emotionally, showing we understand the human emotion and drama surrounding pain, not just the science.

In this film we synchronise the screams of pain people suffering (due to knee, back and neck ache/pain) with a dramatic, operatic aria that plays over them. The contrast between the painful visual vignettes and the soaring operatic score is resolved at the end with the line ‘Voltaren silences the drama of pain’.

Cultural context, in most countries around the world, for a lot of people pain Is horrible - and even though everyone’s pain threshold is very different - all anyone wants to do when they get pain, is get rid of it. Period. Because it can be very dramatic, powerful and all-consuming – a bit like an opera, really.

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After looking into hundreds of existing operatic tracks to edit our film to, we realised we had to write and record our own original track. Pain and an opera are closely linked … they are both powerful, all-consuming and over-the-top dramatic (especially as most people’s pain threshold is rather low). Not to mention, the screams of pain and opera music sounds similar. So, it was important to replicate that musically to convey our idea and then sync it up perfectly. With a world-renowned music composer, a professional soprano and several members of a classical orchestra (although we only ended up using the piano stripping all the instruments back to emphasis the screams), we created the prefect operatic music score for the film. Because, with Voltaren pain relief, you can silence the pain.