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.

We see a man up in the middle of the night. He is sat on the side of his bed. When he turns the light on and starts scratching you see the threads that he is created from start to fray. The more he scratches the more the threads unravel and snap representing the ongoing impact itch has on him. The constant itch of psoriasis is causing his life to unravel.

The film was created using stop frame animation. Over 480 hours, 140 individual frames were stitched. Each frame was animated together to show the man unravelling as he scratches at his psoriasis. This was challenging as we were unable to make any changes once the frames had been stitched, or it meant starting over on the creation of that frame.

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.