Project Title: "ADEPS - Sans Volontaires" (French Sports Association) Role: Director

Challenge: How do you make the invisible value of volunteers visibly urgent? The French sports association needed a hard-hitting campaign to address declining volunteer numbers — without resorting to clichéd guilt-tripping.

Creative Approach: I built a bleakly humorous world where children bear the brunt of adult apathy. In a volunteer-free sports hall, kids stare at deflated basketballs, wrestle unopened equipment boxes, and trudge through trash-strewn corridors—all filmed with deadpan absurdity. The message? “No volunteers = no childhood joy.” By casting kids as the helpless victims of systemic neglect, the film weaponizes innocence to make apathy feel urgent.

Client: ADEPS (French Sports Association)

Objective: Raise awareness about the critical need for volunteers in grassroots sports through a memorable, shareable campaign.

Tone: Dry, absurdist satire—think Yorgos Lanthimos meets Kafka at a soccer match.

Key Themes: Community impact, unseen labor, collective responsibility.

Result: A viral-ready spot that sparked national dialogue. Client testimonial: "A masterclass in making apathy feel alarming – without uttering a single plea."

Why It Works: This project exemplifies my knack for translating social issues into shareable narratives – leveraging absurdity to make abstract stakes tangible, while maintaining the emotional precision needed for impactful campaigns.