Someplace Nice produces heartbreaking PSA for Alzheimer Society

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A powerful new PSA for the Alzheimer Society of Calgary and Dementia Network Calgary captures the intimate nature of memory loss. Created and directed by Andy Ferreira of Toronto-based Someplace Nice, “Forgetting The Past” is a heartbreaking reminder of the emotional and physical tolls degenerative brain diseases take on individuals and their families.

Our goal was to create an emotive commercial that would move the needle on raising awareness about dementia in the community and the effects it has on families as well as the person with the diagnosis

Jill Petrovic,

Director, Philanthropy & Engagement, Alzheimer Society Calgary

In the 45-second spot, a woman is recalling her brother’s experience as a soldier in World War II. As he runs through a forest dodging bullets in a flashback, she struggles to recount details of the story – the timeline, his rank, the nature of his injuries – before giving up. The tagline appears: “Dementia takes more than memories.”

I chose to tackle the subject of dementia, as it seems to not garner the rabid response that other diseases do as it’s perceived to only afflict the aged (…) The reality is that it cripples entire families as you are forced to watch and physically deal with the process of your loved one losing themselves.

Andy Ferreira

“Forgetting The Past” is currently appearing online and will be broadcast on regional television stations in Calgary.


Title: Forgetting The Past

Client: Alzheimer Society of Calgary & Dementia Network Calgary

  • Director, Philanthropy & Engagement (Alzheimer Society of Calgary): Jill Petrovic
  • Coordinator (Dementia Network Calgary): Kim Brundrit
  • Executive Director (Alzheimer Society of Calgary): Barb Ferguson
  • President (Alzheimer Society of Calgary): Ryan Jennings

Production Company: Someplace Nice

  • Executive Producer: Chilo Fletcher
  • Director/Writer: Andy Ferreira
  • DP: Kristofer Bonnell
  • Line Producer: Adam McCloy

Casting: Jigsaw Casting

  • Casting Director: Shasta Lutz
  • Wardrobe Stylist: Sheri Warner
  • Production Design: Andrew Morton

Editorial: Craftship Media

  • Editor: Sheenah Jennings

Color + Finishing: Nice Shoes

  • Colourist: Roslyn Di Sisto
  • Colour/VFX Assistant: Adrian Gluvakovich
  • Creative Director/Art Director: Matt Greenwood
  • Executive Producer: Kristen Van Fleet

Sound Design + Music: Vapor RMW

  • Audio Creative Director: Brendan Quinn
  • Sound Designer: Kevin Chamberlain
  • Audio Engineer: Julian Rudd
  • Audio Producer: Kailee Nowosad