Sandy Hook Promise - Point of View (2018)

To honor the sixth remembrance of the Sandy Hook School shooting, Sandy Hook Promise launched its latest PSA, 'Point of View.' Created by BBDO New York and directed by Rupert Sanders, the chilling video highlights how often a shooter goes unnoticed until it’s too late.

In 2018, the gun violence debate had reached gridlock. So, we offered up a different point of view that hadn’t been considered. We used a shooter’s POV to demonstrate how easily a shooter can go unnoticed if you don’t know the warning signs. The film tricks the viewer into believing they are following a normal day at school, but the ending reveals they’ve been watching the POV of shooter throughout the film. The PSA was full of warning signs as seen from the shooter’s eyes – like isolation, bullying and a fascination with guns. Only by noticing the signs, would you ever notice the shooter.

The PSA got 3+ billion review and 200 awards. Case study: 

See more of the Sandy Hook Promise here.

Credits
AGENCY: BBDO New York
CLIENT: Sandy Hook Promise
PSA VIDEO: “Point of View”
Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Senior Creative Director: Peter Alsante
Creative Director: Bianca Guimaraes
Associate Creative Director/Copywriter: Jim Connolly
Associate Creative Director/Art Director: Marcus Johnston,
Director of Integrated Production: David Rolfe
Executive Producer: Alex Gianni
Music Producer: Julia Millison
Account Director: Lindsey Cash
Account Manager: Elizabeth Jacobs
Planning Director: Ben Bass
Planner: Michael Schonfeld
Group Planning Director: Yin Chung
Director of Digital Analytics and Measurement Lead, Marketing Science: Chris Daniele
Client: Sandy Hook Promise
Founder & Managing Director: Nicole Hockley
Founder & Managing Director: Tim Makris
Marketing and Programs: Dawn Lyons
Production Company: MJZ
Director: Rupert Sanders
DP: Jess Hall
President: David Zander
Executive Producer: Kate Leahy
Producer: Adriana Cebada Mora
Editorial: Work Editorial
Editor: Ben Jordan
Asst Editor: Trevor Myers
EP/Partner: Jane Dilworth,
EP: Erica Thompson
Producer: Chris Delarenal
Finishing Company:
VFX: Blacksmith
VFX Supervisor: Eliza Randall
Lead Compositior: Daniel Morris
Compositor: Yebin Ahn
Roto: Studio 8
Tracking: QLBeans
EP: Charlotte Arnold
VFX Producer: Tina Chen
Music: TBD / Barking Owl Sound
Sound Designer: Morgan Johnson
Creative Director/ EP: Kelly Bayett
Producer: Ashley Bento
Audio
Audio Post: Heard City
Audio Mixer: Keith Reynaud
Audio Mixer: Eric Warzecha
Managing Director/Partner: Gloria Pitagorsky
Executive Producer: Jackie James
ADR: LIME Studio LA
Audio Engineer: Zac Fisher
Audio Assistant: Kevin McAlpine
Executive Producer: Susie Boyajan