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Anne-Sofie Lindgaard ‘lifts the mask’ on domestic violence, using Halloween to reveal real-life horror.
Domestic abuse charity ‘I Choose Freedom’ has launched a chilling new film, directed by Anne-Sofie Lindgaard and produced by MindsEye for Good Eggs, airing in cinemas during the Halloween season and beyond, to highlight the real-life terror faced by thousands of women behind closed doors.
Christopher Ringsell, Creative Director at Good Eggs commented, “Many people wear masks at Halloween, but perpetrators of domestic abuse wear a mask in society – with the real monster only revealed behind closed doors. We leaned into classic horror tropes and reframed them to show the true fear one in four women live with every day. The aim was to create something that feels cinematic, chilling – and horribly real.”
The spot, – created by Good Eggs, produced by MindsEye and directed by Anne-Sofie Lindgaard – will air in advance of horror titles and chillers across the DCM cinema network, including ODEON, Vue, Cineworld and Picturehouse cinemas.
Anne-Sofie navigates the balance between leaning into cinematic horror conventions and the message raising awareness on real domestic abuse cases with remarkable sensitivity.
"I really had to push myself to be bolder"
‘It was a constant calibration – from performance choices to the POV inside the mask, to sound, music, even the grade – everything came down to that question of how far can we push it, and when is it enough?’ she told SHOTS Magazine in a recent interview. ‘Most of my previous work sits within drama – tonally usually described as quite subtle and delicate – so my instinct naturally leans that way. With this piece, I really had to push myself to be bolder, to lean into the visual and emotional language of genre while still keeping it grounded and respectful. That tension between restraint and intensity became the core creative challenge, and ultimately what made the process so rewarding.’
Teresa Parker, Communications Lead at I Choose Freedom has added: ‘After two decades of working with survivors, I can honestly say there’s no horror film that compares to what women living in fear of their partner describe. The mask in our film reflects the façade many abusers present to the world – respectable, charming, even admired. This time we’re lifting that mask, exposing the truth that’s too often hidden in plain sight.’
The theme of masking was a huge part of the creative process. Anne-Sofie elaborates in her SHOTS interview, ‘we tested different materials, hair techniques – everything! The mask is actually based on our actor Alistair’s real face, which gave it this uncanny realism that was both fascinating and deeply unsettling. It was such a team effort from the Face Forge team to get it made just in time.
"The mask isn't just a prop - it's central to the film's symbolism"
‘We ultimately went for a look that felt grounded in the horror tradition – a rigid latex mask with a big neck piece that made it feel slightly exaggerated and eerie. We didn’t want to hide the fact that it’s a mask; quite the opposite. Because the mask isn’t just a prop – it’s central to the film’s symbolism: the masks people wear in society, and the ones that can conceal darker truths behind closed doors.’
Read the rest of Anne-Sofie’s SHOTS interview here, and watch the spot for yourself below. And please do visit I Choose Freedom’s website and support the wonderful work they do providing refuge and a path to freedom for survivors of domestic abuse.
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