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Agency: BBDO NY
Date: Dec 2018
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To honor the sixth remembrance of the Sandy Hook School shooting, Sandy Hook Promise has 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.

'Point of View' follows students throughout their average high school day as they prepare for their class election, from the vision of a student who, by his fellow students' reactions, isn't terribly memorable. But the film takes a dark turn when it’s revealed to the viewer that they’ve been seeing the story through the eyes of a shooter all along. And only when the shooter raises his gun into frame do the students finally notice him too. The film serves as a shocking reminder of how easy it is to ignore the warning signs of someone on their way to becoming a shooter.

The PSA will run on Sandy Hook Promise’s social channels.

BBDO and Sandy Hook Promise have collaborated in the past to honor the anniversary of the Sandy Hook School shooting, including creating two award-winning PSA’s, 'Evan' and 'Tomorrow’s News.' Both PSAs amassed a total of three billion impressions worldwide and received over 200 awards, including 13 Cannes Lions. These short films continue to elevate a national dialogue around gun violence prevention.



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 Post: Heard City

Audio Mixer: Keith Reynaud

Audio Mixer: Eric Warzecha

Managing Director/Partner: Gloria Pitagorsky

Executive Producer: Jackie James


Audio Engineer: Zac Fisher

Audio Assistant: Kevin McAlpine

Executive Producer: Susie Boyajan