Reveal to the general public the deep DNA of the Pierre Fabre group (innovation, territorial roots in the Tarn region) through a corporate campaign that goes beyond simple institutional communication. First public deployment of the brand platform: 'New Ways to Care'.

• Produce a print and digital campaign by shooting exclusively in the region and sourcing a local technical and artistic team.
• Launch a local open casting in the region — a cast that embodies the group's values (rootedness, boldness and a spirit of conquest).
• Secure the legal aspects of the production (production contracts, actor contracts…).
• Find a unique artistic direction far removed from the codes of the pharmaceutical industry.

Event broadcast of the film during the Toulouse–Castres Rugby match (2024), strengthening the group's image with the general public as part of the Conquête 2025 strategic plan.