It’s no secret: U.S. pharmaceutical advertising is highly regulated. With the need for companies to list all of a treatment’s risk information in ads, and gaining approval from the FDA, we are challenged with fulfilling several regulatory requirements while still raising the bar on what creatively compelling work looks like.

People who think they’re managing their uncontrolled moderate to severe ulcerative colitis. Who have resigned to living with the physical and emotional burdens of their disease. Whose conventional treatments have failed. We revealed how their disease not only impacts them—but also the people they love.

“Be There: Love Actually” goes beyond the individual experience. It’s more than just a patient story. It’s a testament to the impact ulcerative colitis has not just on the sufferer, but on their loved ones, too.

We follow a young couple as they navigate a new relationship afflicted by the uncertainty of ulcerative colitis. He grimaces at the thought of eating certain foods. Clutches his stomach in pain. Sneaks off to the bathroom while at a party with friends. And worries he’s disappointing his girlfriend.

In a moment of uncertainty, we see the girlfriend nervously waiting with her parents, wondering if he’ll show up to meet them. Looking out through the kitchen window, the girlfriend spots our hero walking toward them. He is able to be there because HUMIRA helps keep his symptoms under control.