Scratching beyond the surface.

This initiative addressed the profound mental and social impact of skin conditions, which often lead to isolation, self-consciousness, and avoidance behaviors.

I directed the creative vision for Almirall Pharmaceuticals' inaugural campaign following their pivot into dermatological medicine. With "YOUR SKIN, OUR SKIN," we strategically positioned Almirall as a company deeply invested in patient well-being, fostering a sense of shared understanding and actively working to destigmatize these conditions.

To further cultivate empathy and internal alignment, we immersed employees in the patient experience. For one day, they undertook simulated skin conditions, enabling them to truly understand the daily challenges of living with the disease and fostering a deeper emotional connection to their work and patients' lives.