CLIENT: Novartis

THE SITUATION
Hidradenitis suppurativa is a chronic condition that is frequently misunderstood, underrepresented, and spoken about clinically rather than personally. Most existing content explains HS, but rarely captures what it feels like to live with it.

THE INSIGHT
Awareness of hidradenitis suppurativa is limited, and for many patients, the condition is experienced in isolation. Education is necessary, but without representation and shared stories, people often feel alone in their experience.

THE IDEA
Create an unbranded documentary series developed in partnership with a patient advocate, allowing the HS community to lead the conversation. The Beacons raises awareness while fostering connection through patient-driven storytelling.

ROLE: Creative lead across production and launch, establishing the visual system, shaping edits and finishing, and leading campaign, social, and Tribeca Festival collateral.