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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 is, 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 over-dramatic, powerful and all-consuming – a bit like an opera, really.