Hasta La Creative!

ALSA is the only organization that deals with ALS – Amyotrophic Lateral Sclerosis in the Czech Republic. Their activities seek to capture the broad issue of this fatal nerve cell disease, while there is no effective treatment yet.

Prague City Swim takes place 7.9. in Prague, Czech Republic, its goal is to connect hundreds of swimmers and paddle-boarders along the lines of Amsterdam or London, who can contribute to the development of treatment while helping to bring this incurable disease to the general public.

The spot was produced by the Prague based agency WeAre productions directed by Jakub Švejkar. “The idea was to transfer some of the major symptoms of the disease, in conjunction with the aesthetic visuals of the swimming environment. The beauty and condition of a healthy human body contrast sharply with what this insidious disease brings with it.” explains Svejkar. Swimmer and bronze medalist from the 2012 World Championship Simona Baumrtová, Honza Bílý jumper, and SK Neptun Synchronized Swimming Club performed in the spot. Actor Stanislav Majer took care of the voiceover and Jan Šulcek, the holder of the Czech Lion for the movie Domestik, was in charge of sound design. Postproduction took place in studio a52 Color in Los Angeles, US under the supervision of colorist Paul Yacono.