The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 16th Annual Shorty Awards

Psnap AR Lens

Bronze Honor in Pharma & Healthcare

Audience Honor in Filter/Lens, Pharma & Healthcare


VTAMA ® (tapinarof) cream, 1%, is a topical steroid-free prescription treatment approved by the FDA for adults with mild, moderate or severe plaque psoriasis. VTAMA cream’s approval marked the first novel chemical entity in topical plaque psoriasis treatment landscape in over 25 years. To celebrate World Psoriasis Day on October 29th, 2023, VTAMA cream campaign launched the first AR Lens in Healthcare, to create awareness and engage our target audience. Patients with plaque psoriasis are 5x more likely to be gamers than the general population, and they over index as mobile gamers. Furthermore, 89% of gamers say gaming provides them with stress relief and stress is one of the common triggers of plaque psoriasis flare ups.

Strategy and Execution

VTAMA cream’s campaign AR Lens highlights the innovation that is possible within a heavily-regulated space like pharmaceutical marketing. In the first branded pharmaceutical AR lens to launch on Snapchat, VTAMA cream marketing team brought their Topical Uprising TV spot to life. The Snapchat audience loves interactive filters, especially gaming ones. VTAMA cream marketing team created one to get the community talking – and playing. 

The Psnap Lens gave patients the opportunity to forget their day-to-day stressors and escape into the world of the VTAMA cream campaign. Users would tap the screen to simulate “scratching” to jump; as itch is a common symptom of plaque psoriasis. If users were hit by too many obstacles, the game would end. Users were encouraged to share their high score with friends.

VTAMA cream is for use on the skin (topical) only. Do not use VTAMA cream in your eyes, mouth, or vagina. Adverse Events: The most common adverse reactions (incidence ≥ 1%) in subjects treated with VTAMA cream were folliculitis (red raised bumps around the hair pores), nasopharyngitis (pain or swelling in the nose and throat), contact dermatitis (skin rash or irritation, including itching and redness, peeling, burning, or stinging), headache, pruritus (itching), and influenza (flu). Indication: VTAMA® (tapinarof) cream, 1% is an aryl hydrocarbon receptor agonist indicated for the topical treatment of plaque psoriasis in adults.

You are encouraged to report negative side effects of prescription drugs to the FDA. Visit or call 1-800-FDA-1088.


In 24-hours on World Psoriasis Day, the First AR Lens reached over 6M users, garnered 8.2M impressions, 16K clicks and over 41,000 shares of the game.

The AR Lens Snapchat campaign contributed to a record-breaking day of website users resulting in a 215% increase over the daily average, and on-site user engagement that significantly outperformed Snapchat and Dermavant expectations showcasing the AR lens not only drove mass awareness but reached users who were interested in learning more about VTAMA cream. 

The game also performed above the benchmark set by other (non-healthcare) AR lens for average play time, share rate, and click rate. And it was picked up by AdWeek as an example of innovation in healthcare advertising. 


Video for Psnap AR Lens

Entrant Company / Organization Name

21 Grams, Butler/Till, VTAMA cream by Dermavant Sciences, Inc.


Entry Credits