Posters and advertisements portraying people with various medical conditions typically show misery. It’s unusual for a campaign to show lively subjects with a condition like psoriasis. AbbVie, a biopharmaceutical company that creates medicines and solutions for their patients, took a different direction recently with their new exhibit, “Clearly Me,” at the High Line Nine Galleries in NYC’s Chelsea district. The exhibit features four personal stories and lifestyles of people living with psoriasis.
According to the Mayo Clinic, psoriasis is a skin disease that causes a rash with itchy, scaly patches, most commonly on the knees, elbows, and scalps. This condition also goes through cycles, flaring for weeks to months with no cure. AbbVie’s goal is to enlighten the world about psoriasis through portraits by award-winning photographer Lindsay Adler.
“I think that’s the goal—to elevate people, give them the same treatment they’ll get if they were a supermodel,” said Adler. She said AbbVie approached her about how they wanted this executed. “When it came down to it, the discussion was, ‘We want you to create a project that feels like fine arts, that elevates these individuals, that tells their vibrant stories,’ and it was a combination of, ‘Yes, include your style, but let the subjects lead the way.’”
The intent was for Adler to authentically capture the true stories of patients DaQuane Cherry, Ayesha Patrick, Katie Lowes, and Joanna “JoJo” Pomerantz.
Cherry, a New York-based artist and painter who has been living with psoriasis for more than 10 years, appreciated his studio time with Adler. “Lindsay did amazing with the execution of telling everybody’s story,” said Cherry. He was pleased about being photographed spiritedly and not sadly because of his circumstances. “To see my face in this type of neighborhood…it’s so crazy to see that I am now in that space, doing these types of events.”
Cherry was satisfied with the turnout of friends and supporters at the exhibit. He encouraged everyone to be “clearly” themselves, with or without the diagnosis. “I’m still learning myself when it comes to having psoriasis,” said Cherry. “In such a beautiful world, it has so many turns and twists and different information about it every single day.”
“First of all, [DaQuane] is gorgeous—he’s a gorgeous person in his appearance but also, he glows,” said Adler. “He has his own sense of style, he has his own sense of esthetic, and so…he was kind of easy [to shoot] because he came prepared as someone who is visually compelling.” Cherry’s confidence worked well for him and Adler. She said Cherry presented an excellent story, beauty, and esthetic.
Images on behalf of AbbVie
DaQuane Cherry posing for AbbVie’s “Clearly Me” psoriasis photoshoot (Lindsay Adler photo) 
ABC’s “Scandal” series actress Katie Lowes with AmNews reporter Brenika Banks in front of Lowes’ “Clearly Me” exhibit pictures 
DaQuane Cherry, Ayesha Patrick, Lindsay Adler, and gallery visitors in Chelsea 
Ayesha Patrick’s AbbVie’s “Clearly Me” psoriasis exhibit pictures 
AbbVie’s “Clearly Me” psoriasis exhibition at High Line Nine Galleries in Chelsea
Cherry explained how a life with psoriasis affected him as an artist. “Having psoriasis helped me build confidence within myself and really be in love with who I am in my skin,” he said. His self-love has grown, regardless of flare-ups. “Really loving me helped me love my work and love my process and love who I am.” He is delighted by the “beautiful relationship” he has built with the team at AbbVie. He appreciates their connection via the disorder and what it’s like to genuinely have it, without restrictions.
“If you look at all four of us, I feel like we lead very full, vibrant lives that aren’t held back by our psoriasis diagnosis,” said Lowes. The ABC series “Scandal” actress was once embarrassed by her condition and overcame it through self-empowerment and self-care. She was pleased by how artistically Adler captured important life moments. Those included Lowes filming her mom podcast, acting, and studying script lines. She enjoyed being a muse for “Clearly Me,” unlike when she would initially hide her psoriasis in 2010.
Now, as an open advocate for herself, Adler impressed Lowes. “She’s amazing; it’s been the best,” said Lowes. “I feel so honored to be in this collection of people; from Lindsay to the whole campaign, everyone was so aligned with the messaging.” She hopes this exhibition inspires more people to visit psoriasis.com and become more educated. “I think if even one person were to walk through this gallery shoot and be inspired to do the same, it will have been effective.”
“My favorite part of the evening has been…watching people walk in and see the work,” said Patrick. The New Jersey-based mother, National Psoriasis Foundation mentor, and founder of “Sistas with Psoriasis” created a space specifically for women of color with psoriasis when she discovered the lack of information and resources.
Patrick praised Adler for capturing the four stories in “such a beautiful way.” She was encouraged to see visitors coming into the High Line gallery, receiving the portraits well, and learning more about the medical term. “As soon as you walk in, (you) see everyone and know that the goal has been achieved because they’re coming in and they just see us.”
Patrick would like to work with everyone from “Clear Me” again. “I think collaboration in general is something that is necessary and needed within the community,” she said. She expressed gratitude for the opportunity to be alongside AbbVie and urged readers to visit thepsoriasiscollective.com (https://thepsoriasiscollective.com/), especially those living with the condition. “I really want the viewers to know that there are many resources out there [and] to utilize the resources.”
Patrick, along with the entire campaign, understands the impact they all will make beyond this project. She also mentioned attending another event recently with Cherry in Texas.
Cherry encouraged the Amsterdam News audience to embrace and love themselves whether they have psoriasis or not. “You are your longest and strongest relationship; learn who you are so the world can appreciate you better.”For more information, visit https://www.psoriasis.com/ and https://thepsoriasiscollective.com/.