# EndZap

> A campaign for EndZap, Mylan's at-home skin tag remover, built to travel across markets: film, print and in-store materials around one idea: your body, your call.

- Case study: https://tiedtke.se/work/endzap/
- What it was: Campaign
- Client: Mylan
- Agency: The Amazing Society
- Year: 2020
- Medium: Video, Photography
- Gabriel's role: Directing, Cinematography, Editing

## The challenge

Skin tags are harmless, extremely common and a little embarrassing, which is exactly why nobody talks about them. Mylan needed one campaign that could run across markets, sell a medical product for home use, and stay on the right side of medical advertising rules. It also had to fit a culture that is moving, rightly, toward self-acceptance. Telling people their bodies need fixing wasn't going to work.

## The approach

We built it on a universal insight: nobody should feel ashamed of their body or its marks. The idea showed two parallel realities, both equally valid. In one, you remove the skin tag with EndZap; in the other, you keep it and feel just as confident. I directed, shot and edited the film around a mirror, with a woman and her reflection living the two versions side by side, and the same shoot fed the print and in-store materials, with voice-over versions for different markets.

## The outcome

A campaign that celebrated choice instead of shame, with one idea that held together in film, print and in-store and adapted easily from market to market.