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.


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

Need a credit fix? Contact the Creativity Editors

Project Type