Tremfya — “Take the Armor Off” Campaign - HAVAS 2020-2021

As Art Director at Havas on Tremfya, I developed a campaign for Tremfya inspired by a key insight from adults living with moderate to severe plaque psoriasis: many described clothing not as comfort, but as armor—a way to hide painful flare-ups.

Our concept brought this metaphor to life through an armor-clad parent longing for relief, paired with a translucent design element revealing an unarmored, confident hand. The visual story encourages patients that with Tremfya, it’s okay to take the armor off and feel comfortable in their own skin again.