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Daughter and Mother

basics
Industry: Public interest & Non-profit
Media:TV & Cinema
Market:United States
Style: Minimalism
descriptioncnen
Solution
This film makes use of a misdirect. We lead the viewers to believe that we are telling the story of a little girl and her young troubled mother. However, at the end we reveal that they are both actually much older. Performance was key to the success of the spot. The little girl needed to be directed to be wise beyond her years, while her mother needed to come across as a little unhinged, demonstrating many of the symptoms of Alzheimer’s. Both actors needed to capture a raw emotion and perform in a very authentic way. Lighting, music, cinematography, editing, performance and casting come together to take the viewer on an empathetic journey that reveals what it’s like to live with someone with Alzheimer’s.
EntrySummary
Over six million people in the United States now have Alzheimer's disease — and it is estimated that four million (or two thirds) are women.
BriefExplanation
This film was created to bring awareness to the fact that Alzheimer’s is a disease that not only affects the person suffering from it, but also their children. As it plays out we are led to believe that a little girl is looking after her young mother. However, in the conclusion we reveal that she is actually an adult and her mother is an elderly woman with Alzheimer’s. We wanted to make people aware that by donating to the Cure Alzheimer’s Fund, they could possibly put a stop to this and prevent them from becoming a future burden to their children.
credit
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Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Film Craft
Direction
Cannes Lions International Festival of Creativity 2018
Shortlist Film Craft
Casting
The One Show 2018
Merit Health, Wellness & Pharma
Film / Long Form
The One Show 2018
Merit Moving Image Craft
Craft - Direction / Single
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