The ABPI code applies in the UK where this campaign ran.

The target audience for this campaign was disengaged, underserved psoriasis patients. These patients are resigned to living with itchy psoriasis despite it affecting their sleep, mood and concentration. They have become accustomed to accepting this as a way of life and so don't seek more from their GP.

When the creatives first starting discussing executing the concept, it was recommended they execute the idea with CGI. The team just thought the film would have much more impact if we could actually create it for real. Eventually, we found the right production partner who believed in our approach. They specialised in stop motion and proposed an actual stitching technique that would work perfectly. We were all delighted with the end result.