Ataxia UK had the privilege to once again work with famed creative agency, TBWA\London to create a short film highlighting the ataxia condition.
Titled “Unfeeling”, it features fragmented images of people’s faces to visualize the disconnection between the mind and body experienced by people with the condition. Created by TBWA\London, the film continues from the print campaign launched by the past year, that used a glitching effect to highlight the disconnection between the body and the mind that sufferers face.
To take the message even further, the film is a manifestation of the devastating loss of connection those living with ataxia feel from their own body and senses. To create the striking visual effects, TBWA\London worked with The Mill, photogrammetry 3D capture technique.
Walter Campbell, Creative Director at TBWA\London said;
10,000 people in the UK suffer the debilitating effects of this disease and they have done so without a voice for many years. Through this film and other work that Ataxia UK are doing, we are bringing awareness and understanding to the public as well as a new level of focus on it as a medical condition that needs more research and investment.
The Mill’s award winning directing collective, Bif,commented;
Each slice was then animated, glitching to various degrees and at different speeds in order to express the disassociation Ataxia sufferers experience from their own bodies and senses. The complexity of the slices and the severity of the 3D glitches were designed to reflect the range and diversity of the disease’s effect on individuals.
John Williams, Head of Fundraising & Development at Ataxia UK said;
Our charity aims to create a world free of ataxia by 2020. We have a long way to go, particularly as awareness of the condition is only at 9%. However, with bold campaigns like this, we have a chance of moving people into action so we can get ever closer to our goal, whilst we continue to give support in any way we can.
The film will run online, TV and Cinemas nationwide, raising awareness of the condition and encouraging support for Ataxia UK’s ongoing work to invest in research to find a cure
In the last year’s campaign, the posters were created by photographer, Rankin, art director Paul Belford and TBWA London.
Here are the posters of last year’s campaign.
They put the Ataxia condition on the same tier as the better supported Parkinson’s, Cerebral Palsy and Multiple Sclerosis, and ask for money without pleading.
You can donate for Ataxia sufferers through the Ataxia UK Charity website.