As Alzheimer's progresses, facial recognition and memories fade, diminishing relationships and leaving many Alzheimer's patients isolated and lonely. To bring this feeling closer to the general public we created a series of unrecognizable family portraits. Through the eyes of an Alzheimer's patient, cherished relationships become an unsolvable puzzle made up of shuffled memories that fade away piece by piece.

We shot the same person from two angles - front and side - then mixed the pieces together. This allowed us to demonstrate the seemingly impossible task Alzheimer's patients face of putting together their remaining memories.

As this campaign only started to run recently, we do not have any statistics with which to measure its success. However the motifs started to grab attention and getting people onto the Alzheimer's research website. Most important it sparks conversation about Alzheimer's disease, giving it some spotlight in a time where media is covered with other topics.