Would You Recognize Your Sister if She Were Homeless?

Eye-Opening Experiment from New York Rescue Mission Will Make You Cry

Published on Apr 23, 2014

Editor's Pick

That the homeless can become "invisible" in the eyes of passersby is a sad reality, but the phenomenon becomes all the more depressing in this moving experiment for New York Rescue Mission, created out of Silver & Partners and directed by Smuggler's Jun Diaz.

The video shows interviews of people pouring their hearts out about their loved ones -- sisters, cousins -- even spouses. All the while, it intercuts scenes of those very same loved ones "transformed" into homeless people and planted on the street. While they're in their disguises, a hidden camera captures how that sister, cousin and husband who said they loved them so much, pass them by without a blink of an eye. The family members, not surprisingly, are moved to tears when they realize what they've done.

"Unlike most lighthearted fare we've come to expect from hidden cameras, this one had quite an emotional impact on our subjects," said director Jun Diaz in a statement. "The belief in this project was absolute and certainly helped alleviate the considerable anxiety I felt when I had to reveal the hidden camera footage to these people."

The video directs viewers to the Make Them Visible website, created out of Reactive, which shows the real faces of the homeless, beautifully shot in black and white, and encourages people to share the story and donate to the cause.

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Apr 23, 2014
Silver & Partners
Chief Creative Officer:
Eric Silver
New York Rescue Mission
Creative Director:
Howard Finkelstein
Communications Strategy Dir.:
Lachlan Hall
Joel Jeffords
Interactive ACD:
Justin Pedone
Business Director:
Cristina Costantino
Production Company:
Jun Diaz
Executive Producer:
Patrick Milling Smith
Executive Producer:
Brian Carmody
Executive Producer:
Allison Kunzman
Ian Blain
Director of Photography:
Mike Berlucchi
Now Corporation
Jesse Reisner
Assistant Editor:
Jessica Farmer
Executive Producer:
Nancy Finn
Audio House:
Sound Lounge
Tom Jucarone
Executive Producer:
Vicky Ferraro
Joel Simon
Executive Producer:
Robert Appelblatt
Exec. Creative Director:
Tim Crean
Flame Artist:
Victor Melton
Juan Handal
Website Design, Development:
Carl Panczak
Art Director:
Ash Leech
Project Manager:
Liesl Pfeffer
Assoc. Project Manager:
Ranise Jackson
Senior Developer:
Ken Park
Front End Developer:
Dixon Cheng

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