Consumer

For our audience, clearance equals freedom–from embarrassment, constant worry, social avoidance, and pain of psoriasis. Dealing with time-consuming routines and treatments that don’t deliver fuels their aggressive search for a treatment that frees their time, minds, and lives–so they can live uninterrupted and never miss a beat.

Each: 60 film (“Swimmer”/ “Runner”) is a high-energy, fluid story of psoriasis patients achieving “their go” as told through various scenes most relevant to their lives. Each specific scene is comprised of multiple vignettes, tied seamlessly together through match-cut, camera movement consistency, or subject matter juxtaposition. Each scene is anchored by a purposefully considered environmental graphic, attaching the brand name to a single, aspirational word.

HUMIRA has been approved to treat moderate to severe plaque psoriasis for over 10 years. The FDA oversees regulation for prescription drugs, and as such, we needed to comply with all guidance, including speed of motion over risk information and length of supers.

In the United States, pharmaceutical companies are allowed to advertise “Direct to Consumer” (DTC). This means that patients who may need the treatment can see its benefits on broadcast TV, internet, and other mediums in their everyday lives. However, a federal governing body enforces laws and regulations on these advertisements and the companies that create them to make sure the consumer can make an informed choice when speaking with their doctor. This is why we must balance each ad with both benefits and risks associated with the drug, and be accurate with our information.