top of page

Creative Director • Copywriter • Director

Sotyktu DTC

"Filters"

BMS:  Plaque Psoriasis

Freelance Copywriter/Creative Director

Coming off a Superbowl spot that had garnered enormous press and intense love-it-or-hate it reactions, the brief was to keep Sotyktu fresh with work that felt more relatable than a hefty man in a red speedo.  As originally conceived, this spot was to show recovered plaque psoriasis sufferers posting spontaneously, without the filters or stickers or other elements they formerly relied on to disguise flare ups.  Production was meant to be sparse, combining genuine user-generated videos and scripted posts executed with authentic social media production value.  Ultimately, as a freelancer, my role was limited to supplying the idea and making the meeting a success.  So in that regard, Mission Accomplished. 

bottom of page