End Family Fire, a joint effort from Brady and the Ad Council, aims to encourage safe gun storage by putting a name to the preventable tragedies that occur when guns are misused. “Family fire,” a term developed for the campaign, refers to a shooting involving an improperly stored or misused gun found in the home that results in death or injury. Incidents include suicides, unintentional shootings, and other gun-related tragedies.
The public service campaign aims to bring awareness to the issue of family fire, give gun owners a role in gun violence prevention, and encourage a national dialogue around safe storage practices—-all of which can help prevent tragedy.
A key component in the pro bono campaign from ad agency McKinney is this PSA which immerses the viewer in the first-person perspective of a video game to highlight the fact that “with gun suicide, there is no extra life.” The :30 was directed by Chris Jones of Zoic Studios.
“We found a huge audience of gun owners out there doing nearly everything right—but also keeping at least one loaded gun at hand, thereby leaving their family vulnerable to the unique agony of gun suicide,” said CJ Franzitta, group strategy director, McKinney. “By ensuring every firearm is properly secured, they can protect against that outcome.”
CreditsClient Ad Council, Brady Agency McKinney, Durham, NC, NY, Los Angeles Jonathan Cude, chief creative officer; Alex Shulhafer, Jenny Nicholson, group creative directors; Jade Song, art director; Chase Condrone, copywriter; CJ Franzitta, group strategy director; Brian LoPiccolo, director, data strategy; Brianna Calderon-Roman, data strategist; Naomi Newman, executive broadcast producer; Taylor Osborne, associate broadcast producer; Kara O’Halloran, integrated producer; Maggie Baker, digital producer; Will Knowles, developer; Alec Kunkel, digital generalist. Production Zoic Studios Chris Jones, director; Julien Brami, creative director; Jason Cohon, exec producer; Sabrina Harrison, sr. producer; Ivan Barahona, associate producer; Christina Murguia, CG supervisor; Andrew Bardusk, compositing supervisor; Dave Funston, lead animator; Delano Athias, previs; Laura Cosner, layout artist; Shamus McGlyn, Renato Eiras, model/texture; Bill Spradlin, sr. lighter; Pascal Polic, Peter Scott, lighters. Audio Trailblazer Studios Willie Elias, CAS, sr. engineer, sound designer-director of audio post. Photography Antonio De Lucci Studio Antonio De Lucci, photographer
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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