Alex Smith — Reframing the Conversation Around Pain
An unexpected journey
Advocating for a Proactive Approach to Pain
When former NFL quarterback Alex Smith nearly lost his leg after a devastating injury, the story the world saw was one of resilience.
But behind the comeback was another reality. Pain and the difficult decisions that follow.
Pharma
Creative Direction
Director
Editing
Production
Vertex Pharmaceuticals
Challenge
Vertex was preparing to introduce a non-opioid approach to pain management. Before the product launch, they partnered with Alex Smith to raise awareness around understanding pain treatment options. This wasn’t a drug campaign. It was a conversation shift.
With a celebrity spokesperson, a national earned media strategy, a release tied to the NFL Draft, and executive-level visibility, the stakes were high and the creative had to be precise.
Approach
Rather than create a sports highlight reel, we treated Alex’s story the same way we approach every patient story. Human first.
Filmed in his home environment, the film focuses on the uncertainty after surgery, the fear of opioid dependence, the responsibility of recovery, and the importance of asking about options.
We balanced authenticity with polish — capturing enough visual context to support the narrative without overwhelming it. Because sometimes the most powerful message isn’t about a comeback. It’s about choice.
Portraits of Recovery
The Results
- A high-profile unbranded campaign released during peak NFL attention.
- Strong client alignment on creative direction.
- A campaign grounded in vulnerability, not hype.
- A trusted partnership strengthened under scrutiny.
