"Don't forget those who don't remember": music video for Alzheimer's Day
2025
“Incurable disease,” “irreversible process,” “it gets worse” – a person faced with Alzheimer’s disease and dementia seems to plunge into an abyss – losing memories, losing themselves. His loved ones are suffering no less. The foundation that has been providing assistance to both groups for six years is Alzrus. Together with Voskhod, the organization produced a video to remind those whose lives are becoming nothing but blank spots that support is needed and valued.
"We work to ensure that every family in our country, faced with a diagnosis of dementia, can receive timely, qualified assistance and know how to navigate this challenging situation," Alzrus notes.
“Some people with Alzheimer's describe their daily experience this way: ‘You don't remember the last events of the past, you can only live and make decisions in the present moment.’ In the video clip, we decided to show everyday life through the eyes of someone who feels like a child, lost in a mental labyrinth of endlessly repeating fragments of their 'adult' present," said Anton Rozhin, creative director of the Voskhod agency.
The choice of music fell on a track by the Yekaterinburg thrash metal band Interwall. While the song initially clashes sharply with the dull, everyday scenes, as the viewer progresses through the "labyrinth," it increasingly immerses them in the protagonist's desperate and helpless state.
"Don't forget those who don't remember": music video for Alzheimer's Day