Directed by Magdalena Osinska, Aardman’s third #ShareTheOrange spot for Alzheimer’s Research UK blends CGI animation with live action and powerful messaging to call on the public to change the conversation around the disease.
Starring Samuel L. Jackson, the film launched across social media and digital platforms on 16th September 2019, and aims to fight the serious misconception that dementia is an inevitability of old age.
Magdalena Osinska, director at Aardman says: “We wanted the latest #ShareTheOrange concept to feel even bigger and more ambitious than its previous films. The metaphor of the brain and the orange is elevated by depicting the brain as a tree – its branches and fruit representing neurons, nerves and memories.
“Moments from the life of our main character are projected onto individual oranges, which illustrate the faculties of the brain for creativity, curiosity and capacity to learn. We then zoom out to show how all the cells work together to unlock our potential and ability to achieve amazing things. It’s about the potential of the brain.
“Having Samuel L Jackson on board was incredible as it elevated the film to new heights. His involvement will encourage greater reach of this extremely important message.”
The award-winning #ShareTheOrange campaign debuted in 2016 with backing from former Doctor Who star Christopher Eccleston, and was supported last year by Breaking Bad’s Bryan Cranston. All three films have been produced by Aardman.