Pfizer – Fundación Padece
Moov
Campaing
Advertising
Social
Chief Creative Director
Art Direction
Copywriting
In Chile, it’s estimated that 3 out of 10 people live with atopic dermatitis — a chronic inflammatory skin condition often mistaken for a cosmetic or hygiene issue. This misconception not only renders the condition invisible, but also fuels social stigma: those who suffer from it often face discrimination, bullying, and a deep emotional disconnect from their own bodies. Despite how common it is, the disease remains widely misunderstood and emotionally overlooked.
We reframed that perception through art. If every skin tells a story, then people with atopic dermatitis deserve to be seen as living works — full of history, beauty, and depth. We reinterpreted classic 19th-century paintings, replacing their protagonists with real patients, showing their skin proudly and without retouching. Through a traveling exhibition in cultural and high-traffic spaces — such as museums, metro stations, and municipal centers — we invited the public to look at atopic dermatitis through different eyes. The campaign was developed in collaboration with Pfizer and Fundación Padece, turning art into a platform for empathy and visibility.
Desde lo visual, rompimos con el estereotipo bancario de fotos de stock sobreactuadas y apostamos por un lenguaje más auténtico y vibrante. Creamos un sistema gráfico fluido, con colores vitales, formas orgánicas y retratos espontáneos en estudio, que transmiten alegría real. El estilismo fue simple, pero cuidado, y cada imagen capturó momentos espontáneos. Así, la marca comenzó a hablar en el lenguaje de su audiencia: menos institucional, más parte de su día a día.
