Channel 4: “RNIB Ad Break” - 3 mins 20s
This striking ad break for Channel 4 - created in association with the Royal National Institute for the Blind - draws us into a world that is rarely, well, seen.
Using visual filters, we're shown how different eye conditions affect vision and contribute to its loss. It's an unsettling effect, demonstrating conditions such as glaucoma and cataracts as darkness creeps over familiar ads until they're barely recognisable.
The inclusion of audio description adds another dimension to the exercise, as it draws attention to parts of the ad we might usually gloss over or absorb passively. This is an admirable piece of work which brings the reality of sight loss home in an immediate, visceral way.
||4 Creative Ⓦ