Sandy Hook Promise: Point of View

To mark the sixth remembrance of the Sandy Hook School shooting, Sandy Hook Promise has launched a chilling new PSA.

Created by BBDO New York and directed by Rupert Sanders via MJZ New York, the spot highlights how often a shooter goes unnoticed until it’s too late.

Point of View follows high school students throughout their average 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. 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.