As Easter approached in 2021, The Government of Ireland tasked us to remind people of the ever-present threat of Covid-19.

The basis of our idea was to use the well known ‘How it started. How it’s going’ meme format - except instead of its usual guise as a way of reflecting progress, or success in life; we used it to reflect consequences: how people unwittingly contract Covid-19 in places most of us visit every day.

The conversations, set against our stark locations, showed how innocent human moments of interaction could lead to serious consequences - from being admitted to hospital to being treated on a ventilator in a ward. This ad appeared on tv and social channels.