Anyone who has suffered a migraine knows all too well the excruciating pain and debilitating side effects of the condition.
But for those fortunate enough to have never felt one, it can be hard to understand just how bad it can be.
To help shed some light on what's it's like, painkiller brand Excedrin has developed the world's first migraine simulator, and it's helping non-sufferers to have more empathy for those struck down by the painful episodes.
In a video of people using the simulator, friends and family of migraine sufferers are seen donning the virtual reality headset, then attempting to navigate the world while enduring the symptoms.