Producer Daniel Behnken at Taylor James in New York: “This project was 100% about social impact for us. Gun reform in the United States is long overdue, and we’re honored to be working with Sandy Hook Promise and to be a part of a project that is going to help shape society for the better.”

David Rasura, Taylor James creative director: “The words in this campaign are so impactful, they paint these pictures in your mind that go from mundane, day-to-day activities, and build up to a heartbreaking, life-altering experience. In creating the animation, we found the feeling behind every word and let that guide us.

“Initially, we varied the typography throughout the spot, making it individual to each card. In the end, we went with something unembellished and uniform as the story is so moving that any flair would take away from it.”
 

Client: Sandy Hook Promise

Agency: BBDO, New York
Executive Creative Director: Peter Alsante
Art Director: Samantha Spellman
Copywriter: Sandi Spino
EVP, Director of Content Production: Alex Gianni
Producer: Reid Pierce
Music Producer: Julia Millison

Production: Taylor James
Creative Director: David Rasura
Producer: Dan Behnken
Head of Production, EP: Scott Pryor
Designer: Luis Aguirre, Jin Lee, Zoe Filutowski, William Mata
Editor, Sound Design: Dan Purcel
Director of New Business: Amy Jones

Audio Mix: Lime Studios
Audio Mixer: Glen Landrum
Assistant Mixer: Chris Perepezko
EP: Becca Falborn