PSA: Alzheimer's Association

A type-driven Public Social Announcement (PSA) piece for Alzheimer's Association.

Concept

I intentionally made the type possess a blurred and fading-out effect. Alzheimer's patients generally lost the ability to sync their thinking to their mouse since it's a progressive disease that destroys memory and other critical mental functions. Therefore, I wanted to picture it from the patient's aspect to evoke the inner feelings and sympathy among the audience to make an action.
The PSA consists of two parts. The first part is an old father talking, by giving a real-life scenario, it's beneficial in triggering emotions on the viewers. Then, the second part is introducing the organization and call for action.
I wrote the script and asked for a voice over for this piece as well.

Processbook

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