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Beyond psoriatic skins
Novartis Pharma - psoriasis awareness campaign
Impactful
stories
Request
Industry: Health
A shift in perspective, a change in lives
Psoriasis is more than what meets the eye. It’s a systemic inflammatory disease that can silently impact patients’ lives in debilitating ways. From chronic pain to emotional distress, its effects reach far beyond the skin.
It’s time for a paradigm shift. By recognizing psoriasis as more than a skin condition, dermatologists can treat it at its root, intervene earlier, and prevent long-term complications. Because psoriatic disease isn’t just about what you see, it’s about acting sooner to change lives.
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Psoriatic disease affects patient’s freedom of movement.
True north
A patient is more than just a skin
Our strategic approach focused on shifting perception: psoriatic disease isn’t just a skin condition—it’s a systemic disease that starts from within. We needed to make dermatologists aware that early intervention can help prevent serious non-skin-related complications before they take hold. From chronic pain to limited mobility and emotional distress, the impact of psoriatic disease runs deep.
At the same time, it was essential to reassure patients: effective treatment does exist. Treatment that not only improves skin but also protects long-term health, restoring movement, confidence, and a sense of control. This dual focus—on early action and holistic care—became the foundation of our story.
Make dermatologists alert to look beyond the psoriatic skin.
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Ideation
Look beyond the skin
We imagined a campaign that would make people feel the invisible weight of psoriatic disease. At the heart of it: a powerful testimonial film featuring real individuals bravely sharing their unfiltered experiences. Through their voices—and striking visual projections directly on their skin—we brought the hidden impact of the disease to the surface.
This concept was designed not just to inform, but to move. By combining raw storytelling with bold visual expression, we created an idea that could cut through, shift perceptions, and spark meaningful conversations across channels and audiences.
Creation
The way patients exposed themselves moved us all
Hearing each patient’s story firsthand was a powerful experience—one that made the urgency impossible to ignore. Their honesty, struggles, and hopes revealed just how deeply psoriatic disease affects life far beyond the skin. It became clear: dermatologists must look beyond the surface from the very first moment a patient walks in.
To visually express this idea, we used a unique creative technique—projecting a second visual layer onto each patient’s skin. These layered visuals told the story of their inner world: their aspirations, emotions, and everyday lives. It was a way to make the invisible visible, turning their personal experiences into a striking and deeply human narrative.
Campaigns Deliverables
Concepting
Storytelling
Copywriting
Art direction
Film production
Social media content
Event content
Online advice report
Content for landing page
Patient testimonials
Awareness film
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Novartis Cosentyx - Testimonial film
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Novartis Cosentyx - Commercial
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Behind the scenes
Activation
Talking about freedom of movement
The testimonial film served as the foundation of a strategic content activation. By distilling its powerful message into multiple meaningful highlights, content tailored for dermatologists, we ensured its impact extended far beyond the film itself.
Through short clips and stills, key takeaways, and targeted micro-content, we reinforced the urgency of looking beyond the skin at every touchpoint. This approach kept dermatologists engaged, informed, and inspired to act the moment a psoriatic patient walks in.
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Our imagination at work
By looking beyond the psoriatic skin, both visually and narratively, we created a rich variety of compelling content that highlighted every aspect of psoriatic disease. Our creative approach ensured a seamless blend of storytelling and strategy, producing multimedia assets that engaged dermatologists, resonated deeply, and sustained the momentum of the campaign.
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“If you listen to each of the patients stories you understand how urgent it is for dermatologists to immediately look beyond the skin the moment a psoriatic patient walks in.”