“See My Pain” campaign raises awareness of the gender pain gap, where women often have their physical pain dismissed, diminished and ignored. Sister Motion was proud to support Momentum Worldwide and McCann London with production for the next phase of this award-winning campaign. The focus was on capturing real women’s unfiltered opinions and lived experiences to drive positive change and conversation around how women’s pain is perceived and treated.
The Challenge:
- Capturing a range of authentic and emotionally resonant stories in concise, 15-second multi-aspect edits.
- Creating a safe and supportive environment in a busy high street for real women to share personal and sensitive experiences.
- Filming in Newcastle city centre during a hectic match day, managing public interaction and unpredictable weather.
- Securing permission to fly a drone in a densely populated city centre location.
Our Role:
Sister Motion provided production services and an all-female crew, creating a supportive and empathetic environment for real women to speak openly. Many crew members personally related to the experiences shared, strengthening the connection.
- Direction, cinematography, sound recording and drone operation captured the scale and impact of the activation and the emotional power of the stories.
- Production management.
- Collaboration on the initial sync cut of the 15-second edits. (Momentum Worldwide handled the fine-cut editing and delivery.)
- Colour grading.
- Flame VFX – to remove street furniture & security guards.
Key Takeaways:
- Authenticity and emotional connection are paramount in campaigns addressing sensitive topics.
- An all-women crew provides a unique and invaluable perspective, fostering trust and relatability when working with female contributors.
- Flexibility and adaptability are crucial when filming in challenging live environments.
