Abbvie Rinvoq Colors of Eczema

OLV Shoots, Social, Website
Eczema looks different on every skin tone—yet for too long, people of color were underrepresented in both diagnosis and treatment conversations. With Colors of Eczema, the first campaign of its kind for Abbvie Rinvoq, we set out to change that.

From the start, our strategy was rooted in visibility and belonging. We built a creative platform that showed the true spectrum of eczema across diverse skin tones, allowing patients to finally see themselves reflected in the conversation. We produced a flagship video series that spotlighted real patients, capturing raw testimonials during on-site shoots where we created a safe space for them to share their journeys authentically.

Every tactical execution connected back to the core mission: representation. From educational content and social extensions to point-of-care materials, we ensured the campaign reached people where they live, search, and seek answers. The patient-focused storytelling became the heartbeat of the campaign—bridging awareness and empathy while equipping healthcare providers with tools to better recognize eczema in skin of color.

The result was more than just a campaign launch—it was an industry first. Colors of Eczema didn’t just raise awareness, it set a new standard for inclusivity in eczema care.

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