Grey New York collaborated with Rival School Pictures director Andrew Lane and The Mill on the PSA 'Guns with History,' for 'States United to Prevent Gun Violence,' a non-profit organization working to decrease gun death and injury.
The powerful spot showcases a pop-up store in the Lower East Side of Manhattan aimed at first-time gun buyers, and captures the reactions of customers as they learn that each gun has a violent history.
Mill colorist Mikey Rossiter separated the footage by pushing the sharpness and contrast, so the hidden camera footage would read easily to the audience. A colder, dusky look was added overall, to set the tone of the poignant message.
Agency: Grey New York
Chief Creative Officer: Tor Myhren
Worldwide Chief Creative Officer: Per Pedersen
Creative Officer: Andreas Dahlqvist
Creative Director: Stephen Krauss
Creative Director: Ari Halper
Director: Marco Pupo
Director: Joao Coutinho
Director Broadcast Production: Bennett McCarroll