Music has a profound ability to evoke memory, emotion, and connection—an essential truth that forms the foundation of the Alzheimer’s Foundation of America’s (AFA) Music Therapy program. Our goal with this branded content piece was to illustrate the emotional and cognitive benefits of music therapy in a deeply personal, cinematic way. Rather than simply explaining the program’s impact, we wanted to immerse viewers in the experience of someone living with Alzheimer’s, showing how music can serve as a bridge between the past and present. By transporting audiences into the memory of a woman who rediscovers a treasured moment from her youth through song, we aimed to highlight the powerful role that music therapy plays in improving quality of life. The objective was not only to raise awareness of AFA’s services but to inspire donations, support, and engagement from caregivers, families, and the general public.
Bringing this project to life required a delicate balance of storytelling, cinematography, and authenticity. We approached the narrative through a first-person perspective, placing the audience in the mind of a woman experiencing a vivid, music-triggered memory. This approach allowed us to create an emotional connection between the viewer and the protagonist, reinforcing the power of music in unlocking memories for those living with Alzheimer’s.
Visually, we crafted a seamless transition between the present and the past by utilizing period-specific production design, wardrobe, and lighting to contrast the modern-day setting with the warmth and vibrance of the dive bar from the protagonist’s youth. The cinematography played a crucial role in capturing the ethereal nature of memory—soft, dreamlike camera movements and a shifting color palette helped differentiate between reality and recollection.
One of the biggest challenges we faced was ensuring authenticity in our portrayal of Alzheimer’s while maintaining a cinematic and emotionally compelling narrative. Additionally, casting was crucial; we selected actors who could convey the nuanced emotional shifts between confusion, nostalgia, and joy, allowing the story to unfold in a way that felt true to life.
From a technical perspective, sound design was just as critical as the visuals. The chosen song had to evoke the right emotions while reinforcing the thematic elements of the story. We meticulously designed the audio transition between the protagonist’s present-day environment and her memory, using the song’s crescendo to serve as the catalyst for her transformation.
Ultimately, every aspect of production—from pre-visualization to post-production—was crafted with the intent of creating an experience that would not just inform but deeply move audiences.
The impact of this campaign was evident in the response it received from both the Alzheimer’s community and the general public. The video resonated deeply with audiences, sparking conversations about the importance of music therapy in dementia care.
Beyond measurable metrics, the film succeeded in its core mission: raising awareness about the emotional and therapeutic benefits of AFA’s Music Therapy program. Viewers shared personal stories about loved ones experiencing similar moments of clarity through music, further reinforcing the universal power of the message. The emotional response was immediate, with many commenting on how the piece deepened their understanding of Alzheimer’s and the importance of continued support for organizations like AFA.
