The Glitch

See how Alzheimer's feels.

Alzheimer's causes, among other things, memory loss, confusion and orientation problems – the Alzheimer Forschung Initiative (AFI) shows these cognitive disorders for the first time with the emotional and evocative film "The Glitch" on social media. Using a variety of visual effects, this film authentically and poignantly illustrates how affected persons, as well as their loved ones, experience the moments of disorientation and frustration in everyday life.

WATCH THE FILM 

Why Glitch?

The visual effects include the Datamosh effect, which is normally used by memes on TikTok or Instagram. The special design language also makes the topic accessible to younger people who have had little or no contact with Alzheimer's patients. Dr. Michael Lorrain, neurologist and Chairman of the AFI Board of Directors, provided new research findings that helped to define the spot's whole story as well as its look and feel.

Remember Me

The film is also the continuation of the successful collaboration between AFI and BBDO. In 2018, the agency visualized how Alzheimer's patients experience their environment in four multiple award-winning billboards: As a mismatched puzzle that still has similarities to the person they originally loved, but is no longer recognizable as such, no matter how hard you try.