The main challenge we faced was to bring awareness not only to this little-known neurological condition, but also an even lesser-known charity. It was imperative in such a saturated market to achieve maximum visual stand out through simple comprehension and originality of idea. In some ways the challenge we faced became our answer to the brief – to visually show how Ataxia affects people, whilst underlining the fact that an unknown condition can be just as deadly as the famous ones.

Ataxia attacks the brain. So from a design perspective, it seemed like an interesting place to start. The idea of visually ‘glitching’ a portrait of someone with Ataxia felt striking to us, even more so because being yet another charity ad it already had a big cut-through job to do. With that in mind, we didn’t think it should just be the person’s portrait to suffer. Ataxia ends up affecting the entire body, that’s why it felt right for the whole communication to be treated with the same contempt.

Even in its early infancy, the impact of the campaign already shows that Ataxia will finally get the attention it so desperately needs.