Unwearable Collection / Creative Direction / Area 23
We created this integrated campaign for Boehringer Ingelheim to shed light on a rare disease that was, until then, unknown to most dermatologists worldwide. Together, we crafted the "Unwearable Collection" to highlight the painful realities faced by patients with generalized pustular psoriasis (GPP). Working closely with Dutch artist Bart Hess, renowned for his work with Lady Gaga, we designed a macabre clothing line that symbolized the immense suffering endured by those living with this rare skin disease. The eight-foot-tall mannequins, donning these emotionally charged and unconventional fashions, served as the centerpiece of this impactful campaign, aiming to challenge perceptions and evoke empathy for GPP patients.
