Power Over Pain

185,000 Americans lose a limb every year. And many who do experience pain for years after. Altius was a first-of-its-kind pain control device for lower-limb amputees — a genuine breakthrough with no established category and no consumer awareness. The launch had to do everything from scratch.

Research revealed patients felt disappointed by the medical system that had failed to soothe their pain adequately. The inability to control the pain left them feeling even more shackled to the limits of their body. The creative needed to move past clinical specs entirely and tap into the real desire here—control and independence.

A movement encouraged lower-limb amputees to gain “Power Over Pain.” Bold custom illustrations conveyed motion, energy, and heroism instead of cold clinical imagery. The visual system used vibrant golds and oranges to signal optimism. Hard data anchored the emotion: 50% less pain in two hours. Video spots challenged the audience to rise up and take control, and testimonial videos further gave them the hope to finally take back their life.