As an art director, I directed my team to personify joint pain as a persistent, annoying entity that has no regard for personal space. Injecting subtle humor was our way of engaging and keeping the reader's attention while emphasizing the fact that, yes, joint pain is annoying so why are you putting up with it?
Direct Mail: Knee Pain
Microsite Landing Page
Responsive Microsite Interior Pages: Knee and Hip
Facebook Ad: Hip Pain