Unseen becomes seen in new Grey Melbourne campaign for MS

Grey Group Melbourne has launched a campaign aimed at building awareness of the invisible symptoms of multiple sclerosis.

The advertising agency asked nine photographers to interpret one symptom of the disease in their photos for the ‘Seeing MS’ project. Each photographer teamed up with a person living with MS to depict a variety of unseen symptoms, such as blurred vision, pain, dizziness and fatigue, among others.

The resulting photographs are running across print and outdoor platforms, with each individual story turned into a television commercial by Infinity Squared.


Grey executive creative director Michael Knox said the campaign aims to challenge public perceptions of the condition.

“It’s been a privilege to work closely with those living with MS and with a group of generous world class creative collaborators. Together, we hope we’ve created something that pushes multiple sclerosis and it’s hideous symptoms into the limelight. Something that starts a new conversation and takes us closer to understanding MS.”

As well as the photographs, an app has been created by Limehouse Creative that allows users to apply a filter based on each symptom to show what it’s like to live with the disease. The best images will be part of an exhibition at the end of April.


  • Executive Creative Director: Michael Knox
  • Creative team: Laura Petruccelli, Rohan Cooke
  • Business Director: Claudia McInerney
  • Senior Account Manager: Catherine McDonald
  • Strategy Planning: Alice Atherton, Harry Steinhart
  • Head of Broadcast: Sandi Gracin
  • Digital Director: Teresa Truda
  • Filter Development: Limehouse Creative
  • Designer: Claudia di Martino
  • Film Production: Infinity Squared
  • Film Director: Aaron McLisky
  • Film Producer: Morgan Taylor
  • Editor: Dylan Duclos
  • Managing Partner/EP: Dave Jansen
  • Photographers: Sara Orme, Jamie MacFadyen, Andreas Smetana, Matt Hoyle, Toby
  • Burrows, Nicholas Walton-Healey, Juliet Taylor, Garth Oriander, Gerry Hanan and Louis Petruccelli
  • MS Group Manager: Jan Staunton, MS

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