Physical discomfort is obvious. Unless it’s the bra.

m&s had run a free brafit service in india for years, a trained fitter in a private room with no pressure to buy, and almost nobody booked it, because the category sold comfort in the abstract and never named the pain.

seven in ten women wear the wrong size and adjust straps and bands hundreds of times a day without registering it, so the film was built around that invisibility, with women sitting on chairs that are clearly uncomfortable and carrying on anyway. i wrote the concept, briefed the director and signed off the cut, and the service turned up at the end as the relief rather than the hero.

you can’t sell a cure for a pain people have filed as normal, so the work had to name the pain before it could offer anything.