360° Campaign
Body of Proof
Cast people with psoriatic arthritis as individuals with style and passions in cinematic spots that don't look like pharma.
Became the #1 prescribed biologic for PsA after launch.
Make a chronic-illness campaign that feels like culture, not medicine, and reminds people they are far more than a diagnosis.
A chronic condition can make you feel defined by your disease, but you have a unique story that deserves to be told.
We mined real patients' social posts for authentic detail, then shot character-first, cinematic vignettes that stood out in a category built on stock smiles.
Won the internal creative competition for the direction. Storyboarded four spots, directed art on two Toronto shoots, and led post — edit, color, sound, and graphics. Extended the platform into banners, a wallboard, an Elle placement, and a UGC page built from real patient submissions.
The spots scored a Millward Brown Awareness Index of 10 — notable in an industry where most brands score under 3.
To see more healthcare work, please reach out.
