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The Unwearable Collection
Agency Area 23, an IPG Health Company / New York + Boehringer Ingelheim / Ridgefield + Dalmatian Cow / Los Angeles + Ritmika Audio Arts / São Paulo
Category
Craft / Art Direction
Annual ID
OS23_EX080M
About the Work
Generalized pustular psoriasis (GPP) is a rare skin condition and one of the few that can be life-threatening. GPP flares occur rapidly and unpredictably, causing pustules (open wounds) to erupt all over a patient’s body.
The full extent of GPP is vastly misunderstood by dermatologists, who sometimes mistake it for more common forms of psoriasis. People with GPP report gruesome and heartbreaking stories about how the disease affects them not just physically, but in every aspect of their lives. But so far, words alone have not been enough.
To convey the uniquely harrowing nature of this disease, we needed something that couldn’t be forgotten. Boehringer Ingelheim partnered with internationally renowned fashion designer Bart Hess to create The Unwearable CollectionTM, a clothing line inspired by real patients’ experiences with GPP.
Bart Hess translated the painful words of real patients living with GPP into 4 uncomfortable outfits using unconventional materials. To convey the pain of isolation, he used shards of broken plexiglass and mirrors, representing social isolation and shattered identity. For the life-threatening nature of the disease, he bolted together hundreds of knives and over 2000 razor blades to resemble a deadly snake suffocating the wearer. To represent the intensity of a flare, he twisted and melted red charred foil, reflecting a sudden outburst overtaking the body. And for the physical pain, he cut over 10,000 razor sharp pieces of paper.
The Unwearable CollectionTM debuted at the American Academy of Dermatology annual meeting, the world’s biggest dermatology convention. But this was no typical booth. Resembling an art gallery, it proudly displayed Bart’s creations. Videos telling the full journey of The Unwearable CollectionTM were included inside the booth.
A look book included a stunning photo editorial of the collection and behind the scenes content, which was sent to leaders in the dermatology and the fashion industries.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Area 23, an IPG Health Company / New York
Design Firm
Fuze / Curitiba
Client / Brand
Boehringer Ingelheim / Ridgefield
Production Company
Dalmatian Cow / Los Angeles
Music / Sound Production Company
Ritmika Audio Arts / São Paulo
Post Production Company
Volken Film / São Paulo
Produceria / miami
Art Director
Roxy Dalton
Copywriter
Spencer Kolbert
Chief Creative Officer
Tim Hawkey
Creative Director
Thiago Fernandes
Widerson Souza
Eduardo Tavares
Designer
Bart Hess
Director
Jean Paulo Lasmar
Director of Photography
Andre Magri
Daniel Mendes
Executive Creative Director
Marcus Kawamura
Group Creative Director
Renata Maia
David Traini
Illustrator
Jânio Santos
Music Supervisor
Henrique Tanji
Photographer
Juliana Rocha
Broadcast Producer
Ian Smith
Copy Supervisor
Leslie Peterson
EVP, Group Management Director
Claudine Wolf
Group Art Supervisor
Annette Palmar
Paula Almeida
Photography Studio
Juliana Rocha / São Paulo
SVP, Group Director, Broadcast Production
Chinkara Singh
SVP, Group Management Director
Anna Pepe
VP, Associate Director
Victor Afonso
VP, Director, Print Production
Frank Laport
VP, Executive Art Producer
Nancy Rodriguez
VP, Management Director
Julia Tychansky
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