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Association Anorexie Boulimie – Eating Disorders Campaign

  • Creative campaign
  • Film
  • Graphic Design

Utilitarianism

2025

  • Nathan Saurer as Film Director

Few campaigns have demanded this level of sensitivity in our creative process. With the Bulimia Anorexia Association (ABA), we walked a fine line: how to create an intimate, safe space where people could open up and speak about their suffering.

The goal was clear

To challenge the preconceptions around eating disorders (EDs), while opening up the conversation and showing that recovery is possible. Before filming, we took the necessary time to listen deeply to each participant’s needs and fears. Creating a safe and reassuring set. A must for honest, deep conversations. Little by little, the visual approach became obvious: an image that bends and shifts, like a body, or the perception of our bodies. A distortion that can also protect anonymity when needed, and gradually reveals faces when speaking out becomes essential.

Broader awareness

The campaign speaks to people affected by eating disorders, those living with them and those close to them, as well as young people who are already heavily exposed to harmful content on social media. That’s why we built the campaign around three complementary layers.

First, we humanised the message through influencer marketing to encourage organic sharing within trusted communities and with trusted content creators. In parallel, a digital awareness campaign led by 7 real testimonies ensured broad visibility with the general public. Finally, to make it easier to take action and ask for help, we created a flyer distributed in key support and consultation spaces such as family planning centres, health networks, and partner organisations. This approach allowed us to reach every audience, from online awareness to real-world action.

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

Technique serving the message

A colourful, bright environment, yet always intimate. We explored the balance between protecting privacy and affirming each participant’s presence. Using reflective, flexible plastic films, we distorted the image in an analogue, in-camera way, deliberately challenging our sense of what is real. The visual treatment was built to mirror body dysmorphia and to let the set play an active role in the storytelling.

A campaign that asks for nothing, but makes space for conversation where silence wins too often.

Credits

Client: Association Boulimie Anorexie

Production: 23bis

Producer: Gaëlle Gros

Strategy: Manuel Ammann

Director: Nathan Saurer

Camera: Julian Zimmermann

1st AC: Cédric Heckly

Gaffer: Lionel Moerch

Runner: Arsene Gaillard

Editor: Sébastien Gerner

Color Grading: Julian Zimmermann

Design: Fanny Geiser, Aurore Huberty

Set Design: Juliana Stadelmann

Animation: Elisa Ciocca

Distribution: Manuel Ammann

Studio: Altamont

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