(Warning: Graphic Content)
When I was first approached about this project for DEBRA, like many others I had no knowledge of EB (Epidermolysis Bullosa). Since then, I have been changed by what was the most profound shooting day of my life. There is a reason EB is known as "the worst disease you've never heard of". I worked with both three year old Asa and eight year old Rafi. Kids like Asa and Rafi are known as "butterfly children," which inspired the idea. Despite the hard subject matter, this spot ran nationally on TV, and Rafi's spot was featured on a screen in Times Square. This campaign has also won numerous advertising awards, including Healthcare Marketing IMPACT Awards Video Campaign of the Year. I am so proud to be a part of this effort and I encourage anyone who wants to help to go to debra.org.