Bartosz Kruhlik, a fifth year Direction student, has made the non-profit social advertisement videos for the Lodz AD REM Association. Production-wise the project was supported by the Lodz Film School. ‘They do great things there and we wanted to contribute’, says Kruhlik about how the idea for the project originated. AD REM helps young people to find their place in society and live a life in agreement with their own selves as well as moral norms. Other film crew members in addition to Bartosz Kruhlik who were involved in making the videos were: Daniel Wawrzyniak (camera operator on the project, Lodz Film School cinematography graduate) and Justyna Ziemkiewicz (production manager, Lodz Film School production graduate).

‘The real limitation was the lack of funds, which also influenced the project concept itself. However, we managed to interest a large group of people in the project. They all have contributed to creating this hopefully professionally looking social advert’, says the young director. ‘The adverts were shot at the Film School with the support and help of the school authorities and employees.’ ‘We did not have funds for these kinds of adverts. We are grateful to Bartosz and the whole crew for their committment. They started the ball rolling and got their friends involved. Thank to the adverts, public opinion can find out about us and get to know the people we take care of. We are trying to have the adverts broadcast on public television free of charge’, says Katarzyna Kumosińska from the AD REM Association.

‘We wanted the viewers of the adverts to feel somewhat uncomfortable while watching them, but later leave with a feeling that life is not entirely black and white’, says Bartosz Kruhlik. While making the adverts he focussed on society’s typical perceptions of the underpriviledged. ‘I was inspired by the "Kuleszow experiment. When people look at others, they evaluate them - immediately judging them by the way they look. Seeing a homeless person on a tram or in the street, we turn our eyes away. But the same person dressed differently would stimulate a different reaction.’ Bartosz Kruhlik confirms that AD REM staff allowed him to have an entirely free choice when it came to making the adverts. Two adverts have been made with the participation of young people who are taken care of by the association. ‘Everything felt so professional. Bartosz told the teenagers what they were supposed to do. He tried to get to know them by getting inside our structures. When the shoot was over our teenagers seemed more confident, had higher self-esteem and lots of positive energy’, adds Katarzyna Kumosińska.

 Adverts in Polish:
 "AD REM - KLAUDIA" -> http://youtu.be/B9m3jHh4h68
"AD REM - ADRIAN" -> http://youtu.be/KBG-dMteG_Q

Adverts in English:
"AD REM - GIRL" -> http://youtu.be/PJy_Z1xiIuA
"AD REM - BOY" -> http://youtu.be/nb4-G3Vw4mg