In the US, nearly 33 million people have osteoarthritis. So how do we connect with these patients and show that we understand the endless friction that causes their pain? With illustrations that represent the endless frictions in our society. Using hyper-detailed CGI, we developed a series of clashing, cartoon-like characters for use on indoor posters and social media—all to help promote the advanced relief offered by the Extremity Preservation Orthopedic Center.