Migraines hurt—in more ways than one. Sure, there’s the physical pain: the pounding headache, the nausea, the auras. But behind that, there’s the emotional pain. Of being pulled away from the people and moments that matter—into what feels like a totally different world. 

In this campaign, we brought that world to life to show sufferers that we see their pain—and we know best how to stop it.

And we created even more buzz by launching Excedrin Take Two, a nationwide contest that gives migraine sufferers the opportunity to win a second chance to enjoy a moment missed or impacted by a migraine. 

Role: Concept and execution across TV, social and digital