Alzheimer Forschung Initiative („Alzheimer Research Initiative“) is a non-profit organisation based in Germany dedicated to helping find a cure for Alzheimer.

They independently fund promising research and to do so they urgently need donations.

We were tasked with creating an ad that motivates its viewers to donate for their cause.

We let our audience experience Alzheimer – as a glitch.

In collaboration with neuroscientists, we created a video showing a patient’s POV. Her life turns more and more difficult, as Alzheimer glitches merge her day-to-day into one confusing stream of experiences.

The glitches' were inspired by datamosh art, referencing video compression errors blending otherwise unconnected scenes with each other.

To raise donations for this cause, we partnered up with neuroscientists and created a film based on patients’ and relatives’ real-life experiences.

It combines “data moshing” editing effects with a first-person POV, putting the viewer in the shoes of a patient, letting them experience a life with Alzheimer that gets more confusing and unsettling with every glitched moment that passes.

A total of ±130k views on YouTube, an accompanying newsletter with 8.82% unique clicks and a Spiegel Wissen newsletter banner with a 0.1% click rate from 90,000 recipients led to over 5000 landing page visits - the foundation for our lead generation.