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. It weaves together the documentary truth about the life pain of young people and the wise vision of the situation of the elderly. Thus, the video promotes volunteering as an antidepressant for young people. Sound design works to immerse the viewer in the emotional state of the characters. It was important for us to show the inner uncertainty and fears of the younger generation. Therefore, behind the screen of viral videos there is a silent cry for help: digital distortion, loud static noise, overloaded voices of young heroes, this creates a dense, electrified atmosphere. With the older generation, everything sounds calmer, freer and quieter. We tried to create a dynamic range that would show the differences between generations and draw the viewer into the states of the characters. However, music goes beyond the subjective description of emotions, connecting the older and younger generations. Therefore, we refused to maintain two musical themes, but developed only one, which became the connecting link. Here her main task is to show that there is something more important between the young and the old. Maybe a simple conversation between the older and younger generations can do a lot more than we think.