treatment by Arturo Querzoli/ HERO

Silent Inheritance is a campaign that explores the depth of relationships between family members - and how much of what truly matters often goes unsaid.

We visually tell this stories by contrasting two layers: on one side we have the video, with great black and white photos and vintage film scenes that show the naive greatness of these mothers powering through their lives back in the day. On the other side we hear the voice over, pacing its way like a Manifesto, coming from a recovering patient that warns us of the looming disease.

By looking closely at these interesting portraits, we invite families into this essential conversation.

Silent Inheritance is not about blame. It is about breaking generational silence, starting conversations, and making sure what goes unspoken today does not become tomorrow’s diagnosis.

Intro

Look § Feel

Moms: You can because you did

I’m drawn to the emotional power of this ad. Even though it portrays a contemporary situation - unlike our films - it shows the impact of using generic, archival-style stills of mothers from all walks of life, set against an intimate, personal narrative.

There is also a voice-over that feels singular and real. The script itself is simple, but every line feels true. And that truth is what gives the piece its lasting resonance.

These films live in the warmth of the past. Archival-style imagery from the 1970s and 80s - home videos, faded photographs, everyday moments - create a nostalgic, romanticised version of family life. These images show women - powerful women - laughing, dancing, living fully, taking care of their lives like there was no tormorrow. But layered over them is the contemporary voice of a daughter, now living with OC, reexamining those memories with new understanding.

Visuals

Because personal footage varies from family to family, my idea is to expand beyond the actual mother's material. By adding real, era-accurate imagery from other families as well, the films become more universal. These women are not just one person’s mother - they represent every woman. Every family. Every story.

Each film ends with a subtle visual shift from past to present: a match cut that connects the actual mother/ daughter, revealing the recovering speaker, reflecting. The past collapses into the present.

This is not nostalgia, it's consequence.

The voice-over is the emotional core of each film. It is not just about what is being said, but how it is being said. Rhythm, pacing, pauses, and tone will be treated as meaning in themselves - because this is where the films get their power from.

Rather than sounding scripted or instructional, each voice should feel intimate, natural, and personal.

Using the tone of the agency’s manifesto as a base, each text will be built from a previous interview with the OC patients featured in the films. These conversations will explore their relationships with their families, their understanding of the disease, and how their perspective has shifted over time. From these interviews, we will extract emotional truths and reshape them into a carefully written, cinematic voice-over.

Voice-over

The goal is not to assign blame. These stories will not point fingers at mothers or previous generations. Instead, they will use contrast - highlighting the strength, spirit, and boldness of these women’s lives alongside the silence that surrounded their health.

A woman who lived fully.
A woman who was strong.
A woman who never spoke about her body.

The voiceover doesn’t explain the images.
It gives them meaning.

Soundtrack

A strong soundtrack will add power to the old footage and connect image and content, adding emotion to our films. I would like to have something like this emotional track by Tom Rosenthal.

Thank you;-)

Thank you;-)