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Momondo: The DNA Journey

Writer's picture: Kristina LangstonKristina Langston

Momondo, a travel company, and AncestryDNA partnered to produce this video. Below are notes from the producers. Further comments can be found at https://www.momondo.com/discover/momondo-the-dna-journey-how-it-was-made



What is the purpose of The DNA Journey?

The purpose of The DNA Journey campaign is to show that we, as people, have more things uniting us than dividing us. The DNA Journey is part of momondo’s overall vision of a more open and tolerant world. You can read more about momondo’s vision and ongoing activities here: letsopenourworld.com.


How were the participants found?

As is the case with many campaign films, we employed casting agencies to help us find participants. Specifically, we used two agencies. These two agencies sourced participants via their extras databases, their own networks and via online forums. In the process of selecting the participants, momondo was presented with their ethnicity and family history only.


The casting agencies filmed 67 people talking about themselves and where they come from for 10 minutes each. After this, they were asked to take a saliva DNA test. Based on these results, together with the participants’ personal stories, we selected 16 for the shoot in Copenhagen. The criteria we looked at were their ancestry, their perception of themselves and the world, and if there was a surprise element in their DNA results.


Are there actors in the video?

The participants of The DNA Journey appear in their own name and receive their own DNA results. Neither their occupation nor their educational background had any bearing upon their selection.


Were there any retakes in the film?

Yes. When a campaign film is shot, there can be multiple reasons for retakes, such as problems with the sound, an unclear image, people mumbling or the lighting being wrong. The important thing for us was to capture the spontaneous reactions when participants saw their DNA results for the first time. The participants only opened the envelope once and the film contains the reactions from that take. This is also why we used four cameras to ensure that we captured the reaction on film.


How have the participants felt since the film was shot?

Many people have asked what reactions the participants have had since the shoot. Here are three participants’ testimonials.


‘Thank you so much for the amazing opportunity to be a part of your project. It was one of the most incredible experiences of my life. I am so grateful to have lived that experience, grateful for the way it changed me and how it is shaping my work as an artist today. Grateful for the journey into myself and for seeing others uncovering their beautiful journeys while carrying a bit of my own. I feel invincible, ageless and ready to face what the future holds.’


‘It was a profoundly emotional experience, and made me question who I am and who I thought I was. My family and friends were inspired by my journey, and loved the idea behind the campaign! Many of them are now desperate to undergo their own tests to discover their origins.’


‘I feel eager, impatient, excited, motivated, grateful, surprised, overwhelmed and filled with beautiful energy after the experience we’ve lived together in the studio.’

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©2023 by Kristina Langston. 

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