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ARSLA /  As Long As We Have Strength / Hannah Rosselin, William Keo, Pone

An unfiltered film that turns empathy into action for arsla and als research.

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For ARSLA, Fred & Farid Paris created As Long As We Have Strength, a 45-second film built on a stark reality of living with ALS: one of the first gestures the disease erodes is the ability to raise a middle finger. Seven people with ALS attempt the universal sign of defiance in real time, with no cuts, no graphics, and no narration, revealing the visible effort behind an instant reflex for most people. Directed by Hannah Rosselin and scored by French hip-hop producer Pone, who composes using eye-tracking software, the campaign reframes “flipping off” the disease as both protest and hope, supporting fundraising for France’s Institut Charcot dedicated to ALS and motor neuron diseases.

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