Still Life

Client

END ALS

Idea

Still Life The ALS Ice Bucket Challenge in 2014 raised public awareness, but deeper understanding of the disease remained necessary. To communicate that ALS diminishes one's ability to move, the campaign employed an impactful approach. As an ALS patient capable only of eye movement, Hiro became the subject of a "still life" as an ironic expression of his condition, emphasizing the stillness he endures. In a culture where patients often conceal disabilities, Hiro publicly displayed his body to illuminate the disease's severity.

Expertise