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Heartbreaking Dementia Film Captures the Intimate Nature of Memory Loss

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Someplace Nice's Andy Ferreira directs a harrowing spot for Alzheimer Society of Calgary and Dementia Network Calgary

Heartbreaking Dementia Film Captures the Intimate Nature of Memory Loss

A powerful new PSA for the Alzheimer Society of Calgary and Dementia Network Calgary captures the intimate nature of memory loss.

Created and directed by Andy Ferreira of Toronto-based Someplace Nice, “Forgetting The Past” is a heartbreaking reminder of the emotional and physical tolls degenerative brain diseases take on individuals and their families.

"Our goal was to create an emotive commercial that would move the needle on raising awareness about dementia in the community and the effects it has on families as well as the person with the diagnosis,” said Jill Petrovic, Director, Philanthropy & Engagement, Alzheimer Society Calgary.

In the 45-second spot, a woman is recalling her brother’s experience as a soldier in World War II. As he runs through a forest dodging bullets in a flashback, she struggles to recount details of the story – the timeline, his rank, the nature of his injuries – before giving up.

The tagline appears: “Dementia takes more than memories.”

“I chose to tackle the subject of dementia, as it seems to not garner the rabid response that other diseases do as it’s perceived to only afflict the aged,” adds Ferreira. “The reality is that it cripples entire families as you are forced to watch and physically deal with the process of your loved one losing themselves.”

“Forgetting The Past” is currently appearing online and will be broadcast on regional television stations in Calgary. 

Dementia Network Calgary - Forgetting the Past
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Advertiser: Alzheimer Society of Calgary & Dementia Network Calgary

Post Production / VFX

Colourist: Roslyn Di Sisto

Creative Director: Matt Greenwood

Executive Producer: Kristen Van Fleet

Post Production Company: Nice Shoes

Production Company

Production Company: Someplace Nice

Executive Producers: Chilo Fletcher

Director: Andy Ferreira

DOP: Kristofer Bonnell

Casting Director: Shasta Lutz

Stylist: Sheri Warner

Production Designer: Andrew Morton

Line Producer: Adam McCloy


Sound Design: Kevin Chamberlain @ Vapor RMW

Creative Director: Brendan Quinn

Sound Engineer: Julian Rudd

Producer: Kailee Nowosad


Edit Company: Craftship Media

Editor: Sheenah Jennings

Genres: Storytelling

Categories: Corporate, Social and PSAs, Charity

Someplace Nice, Tue, 30 May 2017 10:38:24 GMT