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14 April 2020

Breathing Uneasy

by Syd Briscoe

PSA: “In / Out” - 32s

As lockdown crawls relentlessly on, many will be experiencing a hopefulness fatigue. While Brits may pride themselves on their ability to soldier through any circumstances with a stiff upper lip, the pressure to be artificially positive and maintain a cheerful attitude, particularly on social media, is beginning to wear thin.

The grim tone of this PSA about the need to maintain social distancing is, then, precisely what's needed. Those finding themselves jaded by rainbows and clapping will be struck by the mechanical hiss of a ventilator, underlining exactly what's at stake when staying indoors feels maddening.

Simple and to the point, this 30" clip effectively reminds viewers just how dire circumstances really are. Staying home with no end in sight may be a pain, but it's an effective way to protect more people from having to hear a ventilator's hiss in real life.

Creative: Nick Bell
Film Production: HLA Ⓟ Ⓦ
Director: Simon Ratigan Ⓟ Ⓦ
Editor: Paul Watts Ⓦ / Bruce Townend Ⓦ @ The Quarry Ⓟ Ⓦ
Sound Designer: Parv Thind / Warren Hamilton @ Wave Ⓟ Ⓦ

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