Client
Opzelura
Role
➺ Digital Creative Direction
➺ Product Design
✴︎ The idea || Moments of Clarity
Mandy Moore inspires hope for those with eczema.
Atopic dermatitis, the most common form of eczema, affects over 21 million people in the U.S. aged 12 and older. Despite its prevalence, every individual's journey with eczema is deeply personal, marked by pivotal moments of discovery and empowerment. These are the "Moments of Clarity"—the turning points when people recognize the need for relief, take charge of their health, and find a treatment that works for them. Through the lens of actress, singer, and songwriter Mandy Moore, Moments of Clarity shines a spotlight on the inspiring stories of real individuals who have found relief from their symptoms. This campaign celebrates the journey from struggle to triumph, empowering others to seek their own moment of clarity.
The digital strategy
Problem we’re solving
Opzelura has entered a very crowded marketplace, one in which patients are dissatisfied with current treatment options and are looking for something that provides instant itch relief with less side effects. Opzelura can address some of the burden patients are facing with current/other treatments (e.g., pain with injections, side effects of steroids, etc.). If patients are more aware of the Opzelura profile – how it is different as a non-steroidal topical JAK inhibitor with a strong safety profile and significant impact on itch – they are more likely to ask for it from their physician.
Role of the landing page
To help raise awareness of Opzelura among people with mild-to-moderate AD and drive appropriate patients to visit their dermatologist to see if it is right for them, Incyte is launching the Moments of Clarity program featuring a celebrity with AD, Mandy Moore, as well as real Opzelura patients.
Think
Opzelura is different as a non-steroidal treatment option, and it may help with my/my patients’ AD management.
Feel
Empowered and confident to start a conversation with their dermatologist and ask about Opzelura. Receptive to Opzelura as a non-steroidal treatment. “By using my voice and being my own advocate, I can better partner with my dermatologist on a personalized AD treatment plan.”
Do
Go to the dermatologist to ask for Opzelura / prescribe Opzelura.
Stories That Inspire: The Landing Page
The landing page is the heart of the Moments of Clarity campaign, bringing together powerful stories and valuable resources to engage and inspire visitors. Featuring a centerpiece video with Mandy Moore, Opzelura patient Anna, and her caregiver Rachael, the page creates an emotional connection with real experiences. It also includes testimonial videos from Eric and Dayna, as well as inspirational quote cards from the Opzelura community. Visitors can access the “Eczema Eight Discussion Guide” for support and are encouraged to share their own stories through a link to the “Share Your Story” page. Designed to launch in October during National Eczema Awareness Month, this page is a key destination for patients seeking both inspiration and connection.
