For people living with chronic pain, masking isn’t a choice,  it’s a daily reality. Just because you can’t see it, doesn’t mean it isn’t there.

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In this campaign with Curaleaf, we set out to make the invisible visible  bringing both the act of masking, and the power of unmasking, to life.

We partnered with social artist Haley Wall and three incredible influencers, each living with a chronic pain condition they quietly manage every day. Their stories became the foundation of the work.

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Through a series of striking artworks, their hidden pain was visualised, turning internal experiences into something raw, physical, and impossible to ignore. Each piece captured what they feel beneath the surface, before bringing them face-to-face with the reality they live with but rarely show.

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Involvement

Lead Creative, Creative concept