More Than Skin Deep
Reimagining HS Treatment
Client:
Novartis
Project:
Hidradenitis suppurativa
Scope:
Concept Development
Global reach:
US, US Spanish
This collection of creative concepts is designed to support a Novartis clinical trial for Hidradenitis Suppurativa (HS), a chronic and often painful skin condition. Targeting young adults and middle-aged individuals, predominantly women, these ideas focus on patient connection, empowerment, and awareness.
Each concept takes a unique approach to engaging those most affected, highlighting the potential for new treatment options and a better quality of life.
Not scared to fight
Sometimes it’s not about overcoming. Sometimes it’s about one’s ability to keep going despite the obstacles before them. This concept acknowledges the physical truths that people with hidradenitis suppurativa experience while empowering them to keep looking for more options.
I will not surrender
When you grow up in a society that teaches you that your appearance equals your worth, having a condition like hidradenitis suppurativa, which is not only painful but very visible, makes even the strongest of individuals want to hide. This concept juxtaposes how uncomfortable HS makes people feel with a message of empowerment. Learning about this research study means they will not surrender to HS and will keep looking for options.
Not the type
Living with Hidradenitis Suppurativa often means navigating discomfort—both physical and emotional. Many who experience it feel the need to cover up, avoiding situations where their condition might be visible. This concept flips that narrative, celebrating confidence, community, and self-acceptance. By showing women with HS embracing their bodies and enjoying life without hesitation, the message is clear: HS doesn’t define them, and they won’t let it hold them back.
Skin you're in
HS can feel like an invisible battle—one that’s both physically painful and emotionally isolating. The burning embers in this concept represent the intensity of HS symptoms, while the patient’s expression and raised fists signal resilience and determination. Living with a visible and often misunderstood condition can make even the strongest want to retreat, but this message shifts the focus from suffering to empowerment.
