Beneath the Surface
We used a metaphor inspired by a universally recognizable New York experience: scaffolding. You assume progress is happening behind the scenes, but when the root issue isn’t addressed, nothing truly changes. That mix of hope and skepticism mirrors how people living with hidradenitis suppurativa (HS) often feel.
Creative Direction: Dani Varela, KG Gaerlan Production: Lindsey Glassen
Copy: Morgan Biles
Art: Tess Kelly