The Salvation Army: Impossible Choices

Nov 2024

The Salvation Army’s campaign, titled Impossible Choices, presents a series of cinematic vignettes focused on the realities of financial hardship. Directed with a focus on raw emotional stakes, the project highlights individuals navigating complex, life-altering decisions through a lens of stark, desaturated imagery. Developed by Grey Toronto with production by Dear Friend, the film utilizes low-key lighting and close-up framing to ground the narrative in intimate, domestic and urban environments. By juxtaposing everyday settings with pressing ethical dilemmas, the work employs analogue-inspired film techniques to maintain a somber, deliberate pace throughout the live-action sequences.

Horizontal, Cinematic, Desaturated, Matte

Analogue / film, Low-key / chiaroscuro

Brand Film / Corporate Video