To honor the sixth anniversary 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 of MJZ, 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. 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 is running on Sandy Hook Promise’s social channels.
Credits
Client Sandy Hook Promise Agency BBDO New York David Lubars, worldwide chief creative officer; Greg Hahn, chief creative officer, NY; Peter Alsante, sr. creative director; Bianca Guimaraes; Jim Connolly, associate creative director/copywriter; Marcus Johnston, associate creative director/art director; David Rolfe, director of integrated production; Alex Gianni, executive producer; Julia Millison, music producer. Production MJZ Rupert Sanders, director; Jess Hall, DP; Kate Leahy, exec producer; Adriana Cebada Mora, producer. Editorial Work Editorial Ben Jordan, editor; Trevor Myers, assistant editor; Jane Dilworth, EP/partner; Erica Thompson, exec producer; Chris Delarenal, producer. VFX Blacksmith Eliza Randall, VFX supervisor; Daniel Morris, lead compositor; Yebin Ahn, compositor; Charlotte Arnold, exec producer; Tina Chen, VFX producer. Roto Studio 8 Tracking QLBeans Music/Sound TBD/Barking Owl Morgan Johnson, sound designer; Kelly Bayett, creative director/EP; Ashley Bento, producer. Audio Post Heard City Keith Reynaud, Eric Warzecha, mixers; Gloria Pitagorsky, managing director/partner; Jackie James, exec producer. ADR Lime Studio Zac Fisher, audio engineer; Kevin McAlpine, audio assistant Susie Boyajan, exec producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
