White Square | Белый Квадрат

Entries

Name

Antidepressant

Advertised product

Charity Fund

idea

This is the first social advertisement for the fund for the elderly created in the language of ... youth. To promote volunteering as an antidepressant for young people. For the first time, the social project was shot in the style of modern youth brands - mixing genres, film, digital, clip thinking and documented insights. Quick intercuts with found footage were used to recreate the characters' feelings of anxiety and stress. The young are often absorbed in their smartphones, endlessly scrolling through directives on what to do, how to think, how to look, all interspersed with random and meaningless videos. These streams of consciousness were sourced from random stock and authorless videos, meticulously cut, transformed, and mixed together to create poetic synergy. The match cuts contributed to seamless transitions, mirroring the unnoticed shifts that occur while scrolling. After the edit was completed, the intercuts were re-filmed off an iPad screen in the dark using water and other distortion techniques, to mimic their appearance in our minds.