"Mites in Common" - Tarsus

November 2025

Assignment: Tarsus offers a product called Xdemvy to treat Demodex blepharitis (DB) —a condition that irritates the eyelids and makes them itchy, crusty, and red. Since Xdemvy is the only DB treatment on the market, Tarsus asked for an unbranded TV spot to drive people with DB to ask their eye doctors about treatment options.

Approach: DB is far more common than people realize; one in twelve people show signs. But since people think it's rare, nobody wants to talk about it.

To highlight how common this condition is, I started fitting crusty, red eyes into different conversation tropes. If we can make it seem normal, more people should feel comfortable asking for treatment.

Reaction: Our Tarsus clients wanted to move forward with the idea, and the "Mite the Parents" script is currently in testing. Fingers crossed!