After 9 months of writing, rewriting, working and reworking the concept, I’m happy to say we finally launched ILUMYA’s first-ever TV and Print campaign. This was easily the largest production I had ever been involved with. Two 60-second spots, 5 shooting locations, 20 principals, 125 extras, special effects, a piggyback print shoot, a Behind-the-scenes shoot, and 2 gummy worms. Before shooting began, research showed this spot garnered one of the highest testing scores in the entire psoriasis category. And early reports show the spot is resonating very well with consumers.
