Michael Downing of Epoch Films directed this humorous spot which shows how first-time parents handle a situation compared to later when they have a second child.
Naptime takes a whole new meaning the second time around in this ongoing campaign from Saatchi & Saatchi New York.
CreditsClient Procter & Gamble/Luvs Agency Saatchi & Saatchi New York Jay Benjamin, chief creative officer; Mike Pierantozzi, Stephen Leps, executive creative directors; Erin Wendel, Lauren McCrindle, creative directors; Kristen Giuliano, art director; Callum Spencer, copywriter; Greg Hall, executive producer; Courtney Fagan, sr. strategic planner; Mark Rolland, brand agency leader. Production Epoch Films Michael Downing, director; Andre Pienaar, DP; Youree Henley, exec producer; Tina Bianchini, production manager; Nash Cubero, production coordinator. Production (demo) Upstream 360 Neal Morris, director; Jeffrey Ballou, head of production; Cindy Hoard, sr. producer. Production Services Partners’ Film Inc. Gigi Realini, exec producer; Erik Wilson, producer. Editorial Cut+Run, NY Jon Grover, editor; Ellese Jobin, 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