During my time at Area 23, I had the privilege of leading the creative team, collaborating with Boehringer Ingelheim on this bold and poignant initiative. Our primary objective was to create awareness among top dermatologists at the most important dermatology event in the world. Together, we crafted the "Unwearable Collection" to shed light on the painful realities faced by patients with generalized pustular psoriasis (GPP). Working closely with Dutch artist Bart Hess, renowned for his work with Lady Gaga, we designed a macabre clothing line that symbolized the immense suffering endured by those living with this rare skin disease. The eight-foot-tall mannequins, donning these emotionally charged and unconventional fashions, served as the centerpiece of this impactful campaign, aiming to challenge perceptions and evoke empathy for GPP patients.
