The Foundation of Alcohol Research and Education (FARE)

Aug 2026

In this evocative campaign for The Foundation of Alcohol Research and Education, director Armand De Saint-Salvy crafts an intimate narrative that explores the profound bond between an expectant daughter and her mother. Titled We All Have a Part to Play, the public awareness effort intentionally eschews clinical lecturing in favor of a genuine lifestyle aesthetic, focusing on the universal warmth of family anticipation. The film unfolds through a series of tender vignettes, moving from a montage of the daughter’s changing profile to quiet, shared moments over tea while assembling a crib. By employing a cinematic approach and live-action technique, the production creates a lived-in, cozy interior atmosphere that feels both authentic and deeply human. Soft, natural lighting elevates the emotional resonance of the storytelling, allowing the viewer to connect with the subjects as they prepare for the new addition to their family. The project is further anchored by an understated, supportive soundscape developed by Georgie Frampton and Panda Candy, which underscores the central message of communal responsibility and intergenerational care. Through this documentary-style lens, the campaign successfully frames public health advocacy within a domestic reality, proving that the most persuasive messaging is often that which mirrors the quiet, everyday moments of love and mutual support that define our personal lives.

Documentary, Lifestyle, Cinematic

Live-action Technique

Public Awareness, Non-Profit