The US psoriasis market is saturated with brands devoid of differentiation—green, blue, and purple color palettes; happy people showing off their skin; messaging that promises hope, humanity, and redemption, all vying for the attention of dermatologists. As the 8th biologic to market, ILUMYA needed to be viewed as unique and unlike anything ever seen before in the category. To get there, we had to defy established psoriasis marketing conventions.

Under the rallying cry of “Defy the Laws of Psoriasis,” we challenged the status quo with every element of the ILUMYA print campaign. Striking imagery, bold messaging, and a unique color palette worked harmoniously—giving the brand a sense of weightlessness while convincing dermatologists they could put treatment burdens behind to help their patients break free from psoriasis. For ILUMYA, defying the laws meant standing out in medical journals for all the right reasons.