Eczema has a way of taking over every moment.
Little girl is sitting in a makeshift tent, holding a toy space helmet.
Managing eczema means daily treatment, day after day after day.
Mother comes over and is comforting her. Eczema flare up is clearly visible on daughter's arms.
Flare. Treat. Clear. Repeat. Treating eczema flare ups can feel like an endless cycle.
Camera pans up inside the makeshift tent and stops on bedsheet filled with star pattern. Eczema cycle graphic transitions in as it slowly rotates.
Only VTAMA gives kids and parents a chance to...
VTAMA mark forms in the center as words continue to slowly rotate.
...break that cycle!
VTAMA mark bursts through the cycle, sending bit and pieces flying and stopping the rotation.
That’s because patients who achieved completely clear skin while on VTAMA were able to stop treatment and, on average, maintain clear or almost clear skin for about 80 days.
As bits and pieces from the broken cycle settle on the ground, the cycle transitions into an "80 days" lockup.
Bed sheet with star pattern and 80 days lockup pulls away, revealing next scene.
Giving you and them, relief that's more than just skin deep.
Mother, daughter and her 2 friends are having a sleep over, building their makeshift tent out of bedsheets, pillows and furniture.
VTAMA is a once-daily, steroid-free, prescription treatment for patients with eczema as young as 2 years of age.
Various scenes from their sleep over play out as supers build.
46% of patients using VTAMA achieved clear or almost clear skin compared to 18% of patients using cream with no active ingredient in 8 weeks.
Various scenes from their sleep over play out as supers build.
Some patients using VTAMA reported itch relief as early as Day 2.
Various scenes from their sleep over play out as supers build.
Cut to daughter in makeshift tent, looking up and smiling gleefully.
Put away the treatment.
Scene seamlessly transitions to outer space while VTAMA spacesuit wraps around the daughter.
With VTAMA, you are clear to take-off!
Camera pans up to discover Clear to Take-off messaging.
Camera continues to pan up to stop on VTAMA logo. VTAMA tube floats by shortly after.
Campaign Architecture — The Three-Act Arc
Every proposed execution in this concept — whether a six-second Instagram hook, the full TV spot, or the homepage hero — moves through this arc. The acts do not need equal weight, but all three must be present.
Establish the burden
Both the caregiver and patient carry the burden in their own way.
"Flare. Treat. Clear. Repeat." illustrates the constant cycle that they get trapped in.
Breaking the cycle
Introducing the 80-day pause in the cycle is what sets VTAMA apart from the rest. Depending on the channel, we can either visualize this or simply explain it in copy. This is the transitional component to the final act.
Take-off Moment
The VTAMA take-off moment comes to life at the moment the helmet is put on, followed by a transition from reality to outer space – giving you the sense of freedom – both psychically and mentally – that comes with a break
Meta Concept / Caregiver
Meta Concept / Caregiver (continued)
Meta Concept / Adult
Meta Concept / Adult (continued)
TikTok Concept
VLOGs from patients and caregivers sharing their experiences about the benefits of taking both a physical and mental break from treating eczema.
While we would sideline the fantastical payoff shown in other media on TikTok specifically, the core benefit of taking-off will still be the focus, creating a thread between this and campaign-branded destination.
Why it works
Clinical Anchor
Clear is a direct reference to achieving clear or almost clear skin.
Competitive Ownership
Take-off occupies territory no competitor can claim, signaling the moment the flare cycle stops and life begins again.
HCP Campaign Synergy
The Clear to Take-off campaign embraces some light space-themed messaging and imagery— connecting it to the HCP Skin Science campaign.
Treating eczema flare-ups can feel like they never give you a break.
Mom is applying cream to her sons arm.
Eczema flares.
You treat it.
Mom is applying cream to her sons arm.
They are dressed in completely different outfits, making it immediately clear that this is a new day — a fresh moment separate from before.
It clears. Then it comes back. And the cycle starts all over again.
Mom is applying cream to her sons arm.
They are dressed in completely different outfits, making it immediately clear that this is a new day — a fresh moment separate from before.
But kids who achieved clear or almost clear skin with VTAMA were able to…
Arrowhead breaks from the infinity and follows a path to the right, behind the VTAMA tube.
Arrow forms back into the infinity symbol, which then turns 90 degrees to form the number 8…
…to take a treatment break and maintain results for about an average of 80 days.
80 DAYS forms from the 8 and video plays in the background.
Cut to boy smiling.
That’s 80 days to steal home
Spring: Boy slides into home base.
Arrow enters from left and continues to the right, along bottom of screen.
80 days of cannonballs.
Summer: Boy jumps into pool.
Arrow continues along bottom of screen.
80 days of sugar rushes.
Fall: Kids treat-or-treating.
Arrow continues along bottom of screen.
80 days of snowy hills.
Winter: Boy sleigh riding.
Arrow continues along bottom of screen.
VTAMA is a once-daily, steroid-free, prescription treatment for patients with eczema as young as 2 years of age
Arrow continues along bottom of screen.
46% of patients using VTAMA achieved clear or almost clear skin compared to 18% of patients using cream with no active ingredient in 8 weeks.*
Arrow continues along bottom of screen.
Some patients using VTAMA reported itch relief as early as Day 2.
Boy gets off stool and runs toward the back door.
Arrow continues along bottom of screen.
80 days of just being him.
Boy climbs a tree.
Arrow continues along bottom of screen.
Enjoy the break. Less time treating. More time being.
Boy sits in tree.
Campaign Architecture — The Three-Act Arc
Every proposed execution in this concept — whether a six-second Instagram hook, the full TV spot, or the homepage hero — moves through this arc. The acts do not need equal weight, but all three must be present.
The cycle
Establish the Groundhog Day loop. Make it feel familiar and heavy. The infinity sign gives it a visual identity.
The break
Clinical proof builds the case beat by beat — itch relief, clearance rates, safety profile — until the infinity sign literally breaks open into 80. The audience earns that moment.
Give real life back
Clearing eczema doesn't just heal skin — it gives real life back. The Break Moment comes to life through authentic, vulnerable scenes of that reclaimed time. Real moments. Real patients. Real life.
Meta Concept / Caregiver
Meta Concept / Caregiver (continued)
Meta Concept / Adult
Meta Concept / Adult (continued)
TikTok Concept
POV is one of TikTok's most powerful native formats — it puts the viewer inside the moment, not watching it. Placing "You just got 80 days back" directly on screen turns a clinical statistic into something personal. These aren't stories about other kids. They're a window into what your child's next 80 days could look like.
TikTok Concept 2
Utilizing TikTok's engaging This or That trend we're giving the (obvious) choice between an 80-day break or real-life situations that eczema patients go through.
Why it works
Authenticity
From the depiction of the cycle to the aspirational adventures, every moment is shot in a very grounded reality that resonates with both caregivers and patients.
Competitive Ownership
No competitor can give an 80 day time back. The others keep you on treatment; only VTAMA's durable interval lets us ask what you'd do with the break.
Question-Driven
Another strength of this concept is the question itself. “What would they do with 80 days?” prompts the audience to imagine the possibilities, turning a clinical outcome into a personal and engaging thought experiment. The result is deeper emotional connection and curiosity.
Partys over, Ed
We gave eczema a name. Ed Z.
Ed Z. is the neighbor nobody asked for. He's the uninvited guest who shows up anyway, gets in your face, and refuses to read the room.
By giving eczema a character, we transform an invisible, hard-to-articulate condition into something every parent and child instantly recognizes and rallies against.
Ed Z. isn't scary. He's loud, relentless and annoying. And that distinction matters — because it shifts the emotional register from fear and anxiety to confidence and control.
Story flow
The story flow construct will open with Ed Z. being a nuisance, attempting to ruin our family’s good time. Whether their on vacation, their kid’s baseball game or just staying home, Ed Z. attempts to show up uninvited.
The result will always end with Ed’s attempts being thwarted in a comical way.
Example:
Family is on vacation cruise, sitting by the pool. Across the pool area enters Ed Z., loud and obnoxious as always.
The mother sighs...
Ed Z. is making his way towards the family, pushing his way thru others, knocking over lounge chairs, causing a scene.
The mother sits up and goes thru her bag - finding a tube of VTAMA as treatment benefits play out.
Cut to family out on the cruise deck, all dressed up for a night out. They look out towards the sea, where we find Ed Z. stranded on a life boat, being circled by a group of sharks... far behind the cruise ship.
Thank You
Concept 1: Take-off
Concept 2: 80 Days
Concept 3: Ed Z.
VTAMA DTC Concept Presentation: