Alzheimer’s doesn’t happen all at once. It fades. A name slips. A date gets lost. A familiar face becomes hard to place. The ANA campaign was built around that quiet truth, using design to express what language often struggles to capture. Created in collaboration with a group of neurologists and neurosurgeons in São Paulo, the goal was to shift the conversation from awareness to action—before memory loss becomes irreversible.

The idea was to show what Alzheimer’s takes, not just tell people about it. The campaign leaned into absence—showing what’s lost before it’s gone. A partially erased logo, barely visible photographs, and stripped-back visuals became a way to mirror the earliest signs of memory loss in a language everyone could feel. It wasn’t about shocking people. It was about helping them recognize something that’s hard to face, in a way that felt honest and human.

Creative direction focused on making people pause. Nothing shouted. Every execution was designed to sit with the viewer just long enough to create a sense of stillness, followed by urgency. Headlines didn’t dramatize the disease—they humanized it. The tone remained calm, restrained, and deliberate, a reflection of what Alzheimer’s takes and what can still be protected if action is taken early.