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Association Anorexie Boulimie – Eating Disorders Campaign

  • Creative campaign
  • Film
  • Graphic Design

Utilitarianism

2025

  • Nathan Saurer as Film Director

Rarely has a campaign demanded so much delicacy from us. With the Association Boulimie Anorexie, we walked a very fine line: how do you create a striking image without ever overshadowing the real suffering involved?

The goal was clear

To break down the prejudices surrounding eating disorders, while showing that a path to recovery exists. Before filming, we listened carefully to the needs and fears of everyone involved. This allowed us to create a safe and reassuring environment on set—a necessary condition for sincere conversations. Gradually, the visual approach became obvious: an image that distorts, just like a body. A distortion that protects anonymity when needed, and clears up fully when it becomes essential to speak out loud.

A highly targeted campaign

Reaching people affected by eating disorders meant being present at the right place and the right time. The campaign was built around three complementary levels. First, we humanized the message through influencer marketing, allowing it to spread naturally within trusted communities. At the same time, a digital awareness campaign ensured visibility with the general public. Finally, to encourage people to actually ask for help, we designed a flyer for key consultation spots (family planning, health networks, partners). This approach covered all bases, from online awareness to action on the ground.

  • +400k views
  • +1'500 impressions
  • +33% follows

Technique serving the message

A colorful and bright environment, yet always intimate. We wanted to explore the balance between respecting anonymity and affirming the identity of the participants. By using plastic films to distort the image in an analog way, we deliberately challenged our perception of reality. This formal research was designed as a visual echo of the mechanisms of eating disorders, right down to the set itself.

A campaign that imposes nothing, but opens a dialogue exactly where it is often hardest to start.

Credits

Client: @associationboulimieanorexie

Production: @23bis_

Producer: @grgaelle

Strategist: @manuait_

Director: @neifou

Cinematography: @julian_z

1st AC: @cedricheckly

Gaffer: @yonelmoerch

Runner: @arsenegaillard

Editor: @seb.gerner

Color Grading: @julian_z

Design: @fannydefrancois @shelfandfile

Set Design: Juliana Stadelmann

Animation: @elica.motion

Distribution: @manuait_

Studio: @altamontproduction

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