LEO Pharma told chronic hand eczema's story through hands themselves

A pharma launch that had to create recognition without dramatising the condition, staying close to the small gestures, textures and moments of daily life.

Hands as the protagonist: the film shows eczema through small, overlooked gestures — a withdrawal, a pause before contact — until the limitation begins to disappear.

Directed by Rocío Crudo and produced by Easy Mondays with Klick Health; with DP Andrea Gavazzi she built a cinematic language of intimacy and proximity — camera close, reading hesitation, restraint and release through framing, movement and rhythm.

The campaign opens up a conversation around a condition many people deal with in silence and positions ANZUPGO as part of a broader shift toward visibility and understanding.

LBB reported on 2026-05-08 that LEO Pharma launched 'It's GO Time', a campaign introducing ANZUPGO and bringing visibility to chronic hand eczema — 'a condition that is often misunderstood, under-discussed, and quietly endured'. Directed by Rocío Crudo and produced by Easy Mondays with Klick Health, the film leans into what it actually feels like to live with a chronic disease.

Crudo's concept makes hands the storytellers: 'Hands are rarely still. They think, hesitate, interrupt. They speak before language arrives.' The film avoids dramatising the condition and focuses on micro gestures — the slight withdrawal, the pause before contact — across a diverse range of people, showing how eczema reshapes presence in subtle ways, and the moment when that limitation begins to disappear.

With director of photography Andrea Gavazzi, Crudo developed 'a cinematic language centred on intimacy and proximity', keeping the camera close and avoiding over-explaining. For the brand, the goal was not just to inform but to open a conversation, positioning ANZUPGO 'not just as a treatment, but as part of a broader shift toward visibility and understanding'.

Hand eczema's toll is social and behavioural — what hands stop doing — so gesture, not symptom shots, carries the truth of it.

Understatement earns credibility with patients who feel their condition is quietly endured rather than understood.

A launch film built on recognition gives the new treatment a human problem to be measured against.

For a misunderstood condition, show behaviour rather than symptoms — trust the audience to connect the dots themselves.

As of the May 2026 report, 'It's GO Time' was launching ANZUPGO and framing the conversation around chronic hand eczema visibility.