Regional Health Agency
Client TBWA\Corporate
For the Hauts-de-France Regional Health Agency (ARS) and the Lyon-based agency TBWA Corporate, we produced the “Beaux Gestes” (Beautiful Gestures) campaign, a series of films and visuals designed to reinforce good habits against winter viruses, without ever being preachy.
The creative idea is simple yet powerful: to make everyday actions epic. Coughing into your elbow, wearing a mask, or washing your hands become, in a spectacular slow-motion sequence, truly heroic acts. Faces tense, grimaces are exaggerated, the music swells… until the final verdict: BG – Beau Geste (Beautiful Gesture).
We handled the entire campaign production, from pre-production and filming to the final deliverables:
– Three 20-second films, each focusing on a specific preventative measure,
– One 40-second film, a montage of the three situations,
– Three vertical DOOH videos,
– Three key visuals, adapted for print and digital formats.
From a production standpoint, we prioritized authentic settings, actors with strong personalities capable of embracing awkwardness and exaggeration, and a staging that deliberately plays on the contrast between the absurdity of the situation and the nobility of the gesture.
A human, accessible, and visually striking campaign, driven by true cinematic storytelling, to remind us of one essential truth: what makes us beautiful are the acts we perform for others.
