A paper cut can make cooking dinner a pain. A blister can turn a simple walk into an ordeal. Minor wounds have a way of making everyday tasks unexpectedly difficult.

The challenge was to bring these everyday frustrations to life in a people-focused campaign without showing people. With no budget for a custom shoot or talent, we had to find another way to make the wounds feel relatable. We also needed to draw attention to the injuries without relying on graphic or unappealing imagery.

Using carefully selected and retouched stock photography of bandaged hands and feet, we found a way to put the wounds front and centre without showing anything gruesome. The combination of unexpected stock imagery, playful compositions and expressive typography gave the campaign its distinctive visual character.