In this spot–which runs on mobile and social through the end of summer–we see varied people, and even caricature drawings, screaming for ice cream, specifically Snickers Ice Cream Bars.
Created by BBDO New York, “Scream” was directed by Fatal Farm of production company Gifted Youth.
CreditsClient Snickers Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Gianfranco Arena, Peter Kain, executive creative directors; Eli Terry, Jessica Coulter, creative directors; Amy Wertheimer, group executive producer; Tara Leinwohl, executive producer. Production Gifted Youth Fatal Farm, director; Charles Papert, DP; Dal Wolf, EP/managing director; Anthony Ficalora, EP of production/head of production; Alistair Walford, staff producer; Alana Mitnick, producer. Editorial Rock Paper Scissors Christjan Jordan, editor; Pieter Viljoen, assistant editor; Helena Lee, exec producer; Leah Carnahan, post producer. Postproduction/VFX MPC Camila De Biaggi, exec producer; Alan Bibby, creative director; Ed Chapman, VFX supervisor; Seif Boutella, technical director; Dorian Douglass, producer; Marcus Wood, head of 2D; John Shafto, Flame artist. Audio Post Lime Studios Joel Waters, engineer; Susie Boyajan, producer.
Filmmaker Natalie Johns Creates Spec Gun Violence Prevention PSA
Her social media feed is filled with frustration and “prayers” for families torn apart by yet another mass shooting as filmmaker Natalie Johns is engaged in the morning ritual of negotiating school attendance with her 4½-year-old. Between laughing and arguing with their daughter, the Johns think deeply about the prospect of waking up without her--deeply enough to feel an inch of what it might be like to lose her--a feeling profound enough inspire her most personal commitment to date as a filmmaker.
“Gun violence should not be a normalized part of life in America,” she noted. “I felt it was worth putting my whole heart on the line to deliver this message.”
The director invited her long-time collaborator and cinematographer, Bill Kirstein (Mean Girls, Happyend), to capture their family’s experience over several mornings in a spec PSA. She wanted to capture her own joy and truth as a parent with a view to inspiring action from the deepest love she has known.
On the third day of filming, Johns received an email from their daughter’s preschool notifying parents of a lockdown that had occurred due to a gunman outside the school. The children, aged 2-5, were gathered in a small bathroom for an hour, singing songs with their teachers while the man was apprehended by law enforcement. This was the family’s first narrow escape from tragedy.
“The coincidence of filming this PSA and experiencing my family’s first lockdown was both shocking and surreal. I simply could not wrap my head around it,” said director Johns.
Even more terrifying for Johns was discussing the incident with other parents who had already experienced several lockdowns with their older children. This reality is all too common and far too... Read More