The hidden symptoms of Multiple Sclerosis (MS) have been creatively captured in a collaborative effort from Grey Melbourne, Limehouse creative, Infinity Squared and some talented Australian photographers.
Each photographic representation in the Seeing MS campaign depicts a symptom of MS as experienced by someone living with the condition. The challenge of this task was capturing the arbitrary nature of these invisible symptoms, including blurred vision, chronic pain and inescapable fatigue.
The Seeing MS campaign aims to change the public perception of the disease in Australia and promote a deeper understanding.
Executive Creative Director at Grey Melbourne, Michael Knox, said " …we hope we've created something that pushes multiple sclerosis and it's hideous symptoms into the limelight. Something that starts a new conversation and takes us closer to understanding MS."
The haunting photographs will be used in an outdoor campaign and the personal account of each story/symptom as a television commercial.
The project also resulted in the creation of nine photographic filters that mimic the symptoms of the disease. These are available on a Seeing MS App.
CREDITS: Client: MS Group Manager: Jan Staunton, MS Executive Creative Director: Michael Knox Creative team: Laura Petruccelli, Rohan Cooke Business Director: Claudia McInerney Senior Account Manager: Catherine McDonald Strategy Planning: Alice Atherton, Harry Steinhart Head of Broadcast: Sandi Gracin Digital Director: Teresa Truda Filter Development: Limehouse Creative Designer: Claudia di Martino Film Production: Infinity Squared Film Director: Aaron McLisky Film Producer: Morgan Taylor Editor: Dylan Duclos Managing Partner/EP: Dave Jansen Photographers: Sara Orme, Jamie MacFadyen, Andreas Smetana, Matt Hoyle, Toby Burrows, Nicholas Walton-Healey, Juliet Taylor, Garth Oriander, Gerry Hanan and Louis Petruccelli