Sandy Hook Promise's devastating back-to-school essentials
Following one of the deadliest years on record for school violence, this heartbreaking PSA shows everything students need to survive the academic year.
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Credits
powered by
- Agency BBDO/New York
- Production Company SMUGGLER
- Director Henry-Alex Rubin
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Credits
powered by
- Agency BBDO/New York
- Production Company SMUGGLER
- Director Henry-Alex Rubin
- Associate Creative Director/Copywriter Jim Connolly
- Associate Creative Director/Copywriter Gary Du Toit
- Associate Creative Director/Copywriter Lance Vining
- Associate Producer Molly Ross
- Chief Creative Officer David Lubars
- Chief Creative Officer Greg Hahn
- Creative Director Peter Alsante
- Creative Director Bianca Guimaraes
- Executive Producer Alex Gianni
- HP Integrated Production David Rolfe
- Music Producer Julia Millison
- Co-Founder Patrick Milling-Smith
- Co-Founder Brian Carmody
- Executive Producer Drew Santarsiero
- DP Autumn Durald Arkapaw
- Edit Company NO6
- Managing Director Corina Dennison
- Editor Jason MacDonald
- Post Company Company 3/New York
- Colorist Tim Masick
- Producer Alexandra Lubrano
- VFX Company NO6
- Conform Artist Ed Skupeen
- Flame Assistant Mark Reyes
- Producer Laura Molinaro
- Graphics NO6
- Graphics Artist David Gerber
- Music JSM Music
- Chief Creative Officer Joel Simon
- Executive Producer Jeff Fiorello
- Composer Jason Krebs
- Composer Joel Simon
- Producer Norm Felker
- Producer Andrew Manning
- Sound Designer Nathan Kil
- Audio Post Heard City
- Audio Mixer Jeremy Siegel
- Audio Mixer Keith Reynaud
- Audio Mixer Evan Mangiamele
- Audio Mixer Elizabeth McClanahan
- Managing Director Gloria Pitagorsky
- Executive Producer Jackie James
- Executive Producer Sasha Awn
- Producer Andi Lewis
- Sound Designer Evan Mangiamele
- Sound Designer Keith Reynaud
- Sound Designer Jeremy Siegel
- Line Producer Leah Fleischmann-Allina
Credits
powered by
- Agency BBDO/New York
- Production Company SMUGGLER
- Director Henry-Alex Rubin
- Associate Creative Director/Copywriter Jim Connolly
- Associate Creative Director/Copywriter Gary Du Toit
- Associate Creative Director/Copywriter Lance Vining
- Associate Producer Molly Ross
- Chief Creative Officer David Lubars
- Chief Creative Officer Greg Hahn
- Creative Director Peter Alsante
- Creative Director Bianca Guimaraes
- Executive Producer Alex Gianni
- HP Integrated Production David Rolfe
- Music Producer Julia Millison
- Co-Founder Patrick Milling-Smith
- Co-Founder Brian Carmody
- Executive Producer Drew Santarsiero
- DP Autumn Durald Arkapaw
- Edit Company NO6
- Managing Director Corina Dennison
- Editor Jason MacDonald
- Post Company Company 3/New York
- Colorist Tim Masick
- Producer Alexandra Lubrano
- VFX Company NO6
- Conform Artist Ed Skupeen
- Flame Assistant Mark Reyes
- Producer Laura Molinaro
- Graphics NO6
- Graphics Artist David Gerber
- Music JSM Music
- Chief Creative Officer Joel Simon
- Executive Producer Jeff Fiorello
- Composer Jason Krebs
- Composer Joel Simon
- Producer Norm Felker
- Producer Andrew Manning
- Sound Designer Nathan Kil
- Audio Post Heard City
- Audio Mixer Jeremy Siegel
- Audio Mixer Keith Reynaud
- Audio Mixer Evan Mangiamele
- Audio Mixer Elizabeth McClanahan
- Managing Director Gloria Pitagorsky
- Executive Producer Jackie James
- Executive Producer Sasha Awn
- Producer Andi Lewis
- Sound Designer Evan Mangiamele
- Sound Designer Keith Reynaud
- Sound Designer Jeremy Siegel
- Line Producer Leah Fleischmann-Allina
At the time of year where ad breaks are flooded with back-to-school campaigns, this heartbreaking commercial for Sandy Hook Promise cuts through with gut-wrenching effectiveness.
Taking on the familiar, breezy tropes seen in student-led spots elsewhere, Back-to-School Essentials' opening moments of stationary-based excitement soon transforms into the cast of kids using said items to survive a shooting, shedding light on the gruesome reality that students face.
With a cracking concept from BBDO New York, stunning pace and realisation from Smuggler's Henry Alex Rubin and a final performance that will live in the memory for long after the commercial ends, this PSA is a brilliantly made, devastating necessity.
