Spikes Asia
CHIMNEY GROUP ASIA PACIFIC, Singapore / PFIZER / 2017
Overview
Entries
Credits
Description
This film was shot in a POV style to give audience members first-hand insight into the struggles of rheumatoid arthritis (RA) sufferers. While some days are more manageable than others, RA strikes randomly and acutely. The whirling ceiling fan represents monotonous mornings, when sufferers wake up to the uncertainties the day might bring. The illusion of blinking helps viewers move through the nightmare. When the RA sufferer gets out of bed, thorns appear in her foot path, alluding to the pain she goes through in the simple act of walking. Going down the hallway becomes unbearably difficult and feels a lot further than usual, and her hand turns into porcelain as she attempts to turn the door knob. The knob also catches fire, making it impossible for the sufferer to touch. When she finally steps out of the house, she is met with bright colours and fresh optimism.
Similar Campaigns
12 items