We show how alzheimer's can affect you even if you don’t have it.

The idea was simple.

How does it feel when loved ones don’t recognize you?

We dove down a deep technological rabbit hole. In short, we spun up a VOIP server and built a pop-up long distance calling card company offering a free call to a loved one as long as we could monitor it for “customer quality” purposes.

“Don’t be a stranger” was our call to action.

Unbeknownst to callers we applied a vocal modular filter to their voices raising or lowering the pitch of their voice making them unrecognizable to whoever they we talking to. This led to confusion, frustration and at times anger. We made people feel a full spectrum of emotions before sending them a follow-up text explaining our experiment.