OZTELZA X AAD CONVENTION - HAVAS HEALTH 2020

Otezla approached Havas Health as they prepared to transition from a topical cream to a one-time injection, looking for a standout booth for the American Association of Dermatologists (AAD) Convention. Positioned near major players like L’Oréal, they needed something visually bold and emotionally engaging. It was a rare chance to bring creative storytelling into the pharma space, which is usually pretty strict on the business side.

As Art Director, I helped concept, sketch and design an immersive “mountain escape” experience with a gondola ride that took doctors through the journey of psoriasis and Otezla’s systemic solution. The result was a sleek, winterized environment that blended brand strategy with experiential design.

Unfortunately, the convention was canceled because of COVID-19, so the booth never made it to the floor. The final renders remain a great look at what could have been one of the most creative activations in pharma.