The creative idea leverages the fact that pain is sometimes difficult to speak about and highly complicated to describe. Using visual representations could make it easier for patients to express the pain they experience everyday and help them discuss it with their HCPs.

Very emotional, the video illustrates a discussion between the patient and the HCP, when the patients is encouraged to orally and visually describe his/her pain by personifing it through a terrifying monster, to bring it to life.