Ad of the Day: first-person film exposes Alzheimer’s memory glitches
The footage uses Datamosh, which is the process of manipulating media files to create a distorted effect, to tell an impactful story.
Created for Alzheimer Forschung Initiative (AFI), ‘The Glitch’ shows the dynamics between a husband and his wife as they work together to get through the confusing and frustrating moments that can come with an Alzheimer’s diagnosis. Highlighting the fact that the neurological disorder is a ‘glitch’ in the patient’s brain, the film has a flawed and almost jittery look.
The story is filmed in a ‘first-person’ narrative and was inspired by true scenarios.
Dr. Cristian Leibinnes, managing director, and Christian Leimbach, head of public relations at the AFI, said: “We wanted to create a story that people living in an environment that Alzheimer is present would easily relate to, and those who have no idea how it works would be shocked by the overwhelming feeling.”
Credits
Client: Alzheimer Forschung Initiative
Agency: BBDO Group Germany
Managing director: Kristoffer Heilemann
Chief creative officer: Jonathan Deeb and Till Diestel
Executive creative director: Rod Henriques
Creative director: Pedro Americo
Head of art: Hugo Moura
Art directors: Marco Serra and Daniel Tolentino
Copywriters: Marcos Alves and Tobias Hecking
Head of production: Kat Wyeth
Project manager: Lena Grube
Account director: Vera Vanselow
Production: Caviar
Executive producer: Eva Van Riet
Producer: Michiel Knops and Charles Kinoo
Production assistant: Nele Decraecker and Nathan Everaerts
Director: Pedro Giomi
1st assistant director: Thuline De Brauwer
2nd assistant director: Joël Domingos
Director of photography: Willem Jones
1st AC: Jesper Rey
2nd AC: Giel Dhaenens
Camera operator: Astrid Van Canneyt
Gaffer: Kristof Coulier
Electrician: Teo Parma
Art director: Stan Maertens
Set designer: Camille Marlier and Marthe Hespel
Makeup artist: Winke Walschap
Location manager: Tom Geerits
Catering: Koen Merode
Casting: Louis Pons
Cast: Gauthier Danniau, Astrid Van Canneyt, Ilse Uitterlinden, Juls Sobron, Tim Myers, Richard Turner and Marion Tomkins
Post-production/VFX: Frames
Producer: Katia Renson
Editor: Rami D’aguiar
Producer: Jelle Robbeets
VFX artist: Robin De Praetere and Elke D’haese
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