Curaleaf

About the project

The latest from Curaleaf Medical Clinic’s campaign, ‘Painful Conversations,’ seeks to raise awareness about gender bias in pain management and social media censorship of medical cannabis. The conversation brought together wellness influencers and active users of Curaleaf Medical Clinic’s services to discuss these key issues.

We partnered with chronic pain influencers Stevie, Junior, and Jameisha, who bravely share their personal journeys with chronic pain, inspiring others through their online platforms. The conversation was filmed in a documentary style, designed to work across various platforms. Our wellness advocates were captured speaking candidly about chronic pain and confidently empowering eligible women to seek alternative therapies. Junior spoke for the first time about her transformative experience with the Curaleaf Medical Clinic’s treatment, revealing the profound impact it has had on her life.

Studio 5 strives to ensure what we see in front of the camera is also reflected behind the camera, so for this campaign that focused on gender bias in healthcare, we assembled a predominantly all-woman and non-binary crew to lead with empathy and sensitivity. This ensured the production stayed true to the campaign’s vision and the importance of the topic.