The Foundation of Alcohol Research and Education (FARE)
We All Have a Part to Play 'Mates'
Aug 2026
In the poignant new public awareness campaign for The Foundation of Alcohol Research and Education, titled We All Have a Part to Play, the narrative masterfully navigates the intersection of personal milestones and collective social responsibility. The creative direction, led by production visionary Armand De Saint-Salvy, employs a striking visual contrast to underscore the weight of its message, opening with intimate black-and-white portraits that chronicle the quiet transformation of pregnancy. This deliberate shift into a cinematic, full-color outdoor celebration captures the vibrancy of community, as the protagonist celebrates her third trimester among a supportive network of friends. By leaning into lifestyle photography aesthetics and employing high-end live-action techniques, the project refrains from moralizing, instead emphasizing the role of the "mate" in fostering a safe, alcohol-free social environment. The emotional resonance of the piece is deepened by a nuanced soundscape crafted by Georgie Frampton and Panda Candy, while the use of soft bokeh lighting and natural light creates an inviting, authentic warmth that feels entirely unscripted. This non-profit initiative succeeds by grounding its educational objective in the relatable, joyous reality of human connection, proving that public health messaging can be both intellectually rigorous and deeply empathetic when executed with such refined artistic sensitivity and technical precision.
Lifestyle, Cinematic
Natural light, Live-action Technique, Soft Light
Public Awareness, Non-Profit
