ALZ
There were two major obstacles that came with our assignment on Alzheimer’s: It is a disease dismissed as “something that is supposed to happen to a lot of old people.” And the attention given to it is 30 years behind what's given to cancer. But Alzheimer’s is a fatal disease, one that attacks even the otherwise healthy and the relatively young. Lilly has spent decades not accepting that it's supposed to happen to anyone. We knew we had to find a way to make more people pay attention to this disease, even if it made people uncomfortable.
The film is a love story about a couple. The arc reflects the disease itself, because anyone fighting it doesn't know what kind of day it is they’ll wake up to.
Copywriter | Dylan Lee Directors | John Hillcoat
In print we showed the impact of Alzheimer’s simply, using the handwriting of patients. The writing on the left shows the capability that a person with the disease can have on a good day. The writing on the right shows how that capacity tragically slips away as the bad days become more frequent.
