DEMENTIA AUSTRALIA

CULTURA APP LAUNCH

We were tasked with creating a launch video for Alzheimer’s Australia SA (now Dementia Australia’s) new Cultura app, a digital resource for those caring for people with Alzheimer’s. We proposed a hanging installation of photographs and asked a group of strangers to make a judgment on the person they saw in the pictures. Shooting with the ALEXA Mini and a set of vintage anamorphic lenses, we set out to elevate the social experiment/reality television concept into a high-end cinematic experience. The results are an airy and atmospheric video that subtly promotes the desired message while remaining an engaging piece of digital content.