PDSA wanted a direct-response commercial for donations. We wanted to create something that would make people think – rather than use the usual shock formula of charity advertising – and understand that giving to PDSA is a matter of life and death.
In the film, we’re led to believe we’re following one story that cuts between the past and present. In reality, it tells two stories set in the present.
Cutting to what appears to be flashbacks and hiding certain clues from each story is what creates the trick.