The Salvation Army Impossible Choices 2024

About

This black and white video campaign for The Salvation Army titled Impossible Choices presents a sequence of cinematic vignettes showing individuals grappling with severe life dilemmas. The scenes feature diverse people in various environments, including a city street, a store window displaying holiday items, and domestic interiors. Signage throughout the video poses stark ethical questions such as skip christmas or skip rent, and feed yourself or feed your child. The visual tone is somber and serious, utilizing low key lighting and close up framing to emphasize the emotional weight of poverty and hardship.