Pharmaceutical advertising is a minefield littered with restrictions and concerns about creativity. Many considered this campaign “unapprovable,” making it an uphill battle from the start. The campaign's significant departure from the brand’s established look, feel, and tone created fear and uncertainty among regulatory and internal teams. However, almost 5 years later, the current Tremfya team continues to refresh and invigorate the campaign, which is a true testament to our bravery and willingness to take risks.

My goal for this campaign was to provide a visceral yet honest representation of how plaque psoriasis impacts people in their daily lives. I am very proud of this campaign and delighted to see it thriving years later.