The film "Migraine - A Painful Reality" is a relevant entry for the Cannes Lions Film Craft: Direction category due to its sensitive exploration of migraine sufferers' experiences and its innovative blend of scripted and unscripted segments. Its careful direction navigates the emotional complexities of the topic, fostering empathy. The combination of structured narratives and raw, unfiltered moments adds depth and authenticity, showcasing the director's skill in guiding storytelling and performances. These elements make "Migraine - A Painful Reality" a deserving contender for recognition in the Film Craft: Direction category at Cannes Lions.

Migraine, a complex neurological disorder, is disproportionately prevalent in Canada, with 75% of sufferers being women. Globally, women's pain has often been overlooked and inadequately addressed, contributing to a systematic devaluing of their experiences with conditions such as migraine. Following a 40-year period with limited advancements in the treatment of migraine, promising new therapeutic options are emerging. This presents an opportune moment to reignite discussions, validate the experiences of affected individuals, and empower them to actively seek necessary support. (It should also be noted that, in Canada, treatment cannot be mentioned within the context of a disease awareness message.)

This short film chronicles a day in the life of a woman grappling with a migraine, interspersed with heartfelt testimonials from actual migraine sufferers. The film vividly portrays the real-life experiences of our participants through live-action sequences. We observe our protagonist navigating relationships, productivity challenges, and the constant quest for relief amidst interactions with her colleagues, her children, and her spouse.

Background: The Problem

Migraine, a complex neurological disorder, confronts pervasive stigma and misunderstanding within society. Erroneously labeled as a simple "headache," migraine's true nature and impact are often overlooked, particularly affecting the 75% of sufferers who are women. Historically, women's pain has been underdiagnosed and undertreated, perpetuating the marginalization of migraine as a legitimate health concern.

Brief and Objectives: The Idea

"Migraine - A Painful Reality" is a short film designed to challenge the stigma surrounding migraine. Combining scripted live-action scenes with authentic patient testimonials, the film aims to reveal the true impact of migraine on individuals' lives. By presenting compelling storytelling and unfiltered accounts, the film seeks to dismantle misconceptions and cultivate empathy, urging viewers to reconsider their perceptions and advocate for greater awareness, understanding and support.

Directing this film was an immense challenge that we believe deserves recognition. It seamlessly integrates genuine patient testimonials with scripted live action to authentically portray the realities faced by migraine sufferers. The directors navigated the complexities of interviewing non-trained individuals to capture their raw emotions, while also ensuring that the scripted performances matched this level of authenticity, thus honouring the experiences of our real patients.