The film features plaque psoriasis patients living their lives with clearer skin. Through a series of vignettes, patients live their lives as they normally would—without the burdens that come from a painful, itchy, and chronic inflammatory skin disease that makes sufferers self-conscious of how it looks and what others think of it, like whether it’s contagious.

While the film tells a clearer skin story visually, it also tells that story sonically. Featuring an original song, lyrics, and sonic logo, the film uses audio elements to dance between optimistic scenes, accompanied by positive lyrics celebrating the joy of clearer skin.

At key moments, the “Nothing Is Everything” chorus extolls a simple but profound truth for plaque psoriasis patients: nothing on their skin means everything to them.

The song is energetic, dynamic, and uplifting—representing the excitement and positive emotions patients experience with clearer skin.

The melody brings brightness and happiness through a pop music style.

Lyrically, the song had to focus on clearer skin in order to fit within the bounds of pharmaceutical advertising regulations. Despite these limitations, lyrical metaphors and a first-person voice allowed the lyrics to strengthen the song’s pop roots.

Of note, each “Nothing Is Everything” chorus serves as a critical moment song and brand moment. For the song, the chorus is powerful sonic representation of clearer skin’s benefit, which can be hard to put into words. For the brand, it serves as an celebration of those who have achieved clearer skin, and an invitation to those who deserve it.

The US Food and Drug Administration regulates promotional advertising of prescription drugs and requires drug advertising to communicate a drug’s risks and benefits. The benefits must communicate the drug’s intended purpose and clinical trial performance without exaggeration or misrepresentation. In broadcast, this goal must be met within limited timeframes.

Our audience is adult patients with moderate to severe plaque psoriasis who want clearer skin. The SKYRIZI Nothing Is Everything broadcast communicates the drug’s efficacy, but also conveys—through music—the emotional benefit that comes with it, encouraging our patients to ask their doctor if SKYRIZI is right for them.