A FINGER FOR HOPE

When even lifting a finger becomes a daily struggle, giving the disease the middle finger becomes an extraordinary act of defiance. Featuring real patients as fighters, not victims, we turned a simple gesture into a powerful
symbol of resistance, rallying public support and mobilizing funding for research.
Because as long as we have strength, we keep fighting.

Produced by Positive Films, directed by Hannah Rosselin, shot by William Keo.

A FINGER
FOR HOPE

  • Wood pencil - D&AD 2026

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ARSLA_TQNRDF_PRINT_MICHEL_RVB.png
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A UNIQUE PRESS CONFERENCE

The event took place at Pathé Palace, one of France’s most prestigious cinemas. It was hosted by French TV personality Denis Brogniart and attended by prominent figures, including France’s First Lady Brigitte Macron, former Prime Minister Bernard Cazeneuve and many others.

The First Lady herself gave the camera the middle finger,
creating a powerful PR moment.

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