RUSHES POST COMMERCIAL FOR ALZHEIMER’S SOCIETY

RUSHES in London have completed post on a moving and thought provoking commercial that conveys the devastating effects of Alzheimer’s disease by using the visibly degenerating self-portraits of British Artist, William Uttermohlen as a metaphor for the effects of the disease.
Uttermohlen an Alzheimer’s victim sits beside a self-portrait of himself in good health. A progressive series of paintings reflect the anguish, chaos, and isolation of this disease. As sufferers and their loved ones know only too well – “He has not changed his mind. His mind has changed him”.
Rushes Creative Experts, Adrian Seery and Claire Pollack worked to create an interesting yet sympathetic transition between the sequence of self-portrait paintings without detracting from the beauty of each work. Inferno Artist Claire Pollock said that the transition was achieved "using a number of sparks, blurs and colour corrections in Inferno. In addition there was some extra grading work on the wide shot of the artist in his studio. This involved darkening the start of shot and gradually grading in light to flood the room revealing the details of the artist’s studio. This grading was used to emphasise the lightening of mood at the end of the commercial and to symbolise the hope offered by the Alzheimer’s Society."
The commercial will be shown in selected cinemas from January 18, 2002 with the feature film ‘Iris’ which stars Judi Dench, Kate Winslet and Jim Broadbent. (SP)