“The Glitch” Shows The Difficult Reality of Living With Alzheimer’s Disease
The spot for the Alzheimer Forschung Initiative immerses the viewer in the unsettling and overwhelming experience of the disease.
CAVIAR director Pedro Giomi has partnered with BBDO Düsseldorf and the Alzheimer Forschung Initiative (AFI) to create “The Glitch,” a powerful spot that aims to spread awareness about Alzheimer’s disease and to raise support and funds for Alzheimer’s research.
“The Glitch” follows the first-person perspective of a woman going about her daily routine, disrupted by disorienting glitches which are meant to mimic the real effects of Alzheimer’s. As her day goes on, and she experiences more and more confusion, the viewer comes to understand how much this destabilizing disease impacts the lives of both a person living with it and those around them. To achieve that glitching effect, Giomi and his team used a technique called Datamoshing to combine, manipulate, and distort their video and audio. They worked with neurologist Dr. Michael Lorrain to make the effect as accurate as possible, referencing real brainwaves of patients living with Alzheimer’s.
CAVIAR is proud to partner with organizations like AFI, and to create work that can possibly make a difference for those living with this disease. “Alzheimer’s research is very important, as it affects millions of people worldwide. It has an enormous impact on individuals and their families”, says CAVIAR Executive Producer Eva Van Riet. “We are very happy and proud that we have put our shoulders under this campaign.”