dupixent / atopic dermatitis
Before Dupixent was one of the biggest pharma brands in the country, it was a pitch. And I was on the team that won it. Then I helped write the launch campaign. Most people thought eczema meant dry skin. Dupixent was the first biologic to treat it from the inside, through the immune system. The drug was genuinely new. The challenge was making people understand why that mattered. In patient research, people described the itch as insects crawling on their skin, vines creeping up their legs. We listened. We cast a real patient, Jennifer, as the face of the campaign and called it "No Matter What."
case study
tvc
I started as the writer. I came back as the director.
By then the brand had built up an entire visual language. Real patients, a signature sound, colors and structure that had been in place for years. I kept all of that. What I changed was how it felt. I shot it to look like life as it happens instead of a soundstage. I let the moments breathe instead of choreographing every beat. And I rearranged the theme song. Same melody, different instruments. So the music matched what the footage was doing. Getting a client to change direction after six years takes more than a conversation. I built a mood reel and sold the vision before we shot a frame. That became "Feel the Heal.
mood reel
tvc
MADE WITH arnold new york