United Sense of America — The Fawn By American Haiku (Violent)

Another school shooting, another PSA calling for sensible gun laws. The video above, however, differs from the standard playbook in a few respects—first, in its simple and brutal vision, and second, in targeting an audience of hunters who might actually have some sway in pushing forward some sort of legislative action on guns.

The film was created for advocacy group United Sense of America by Smuggler, The Mill and American Haiku and written by the latter’s executive creative director, Thom Glover. It was directed by the duo rubberband. Austin agency Preacher is handling some strategy work on the campaign. The message is as resonant as ever following the recent events in Georgia.

Client: United Sense of America
Agency: American Haiku
ECD & Partner: Thom Glover

Agency: Preacher
Partners: Seth Gaffney, Rob Baird & Krystle Loyland

Director: rubberband
Production Company: SMUGGLER
Executive Producers: Patrick Milling Smith & Sue Yeon Ahn
Producer: Manny Caston

Voiceover Recording Studio: Q Dept
Voiceover Artist: Bill Kernodle
Sound Design: No. 8
Sound Designers: George Castle & James Benn

VFX:The Mill
Managing Director:Anastasia von Rohl
Senior Producer:
Mariah Gill-Erhart
Creative Director: Matt Fuller
CG Lead: Jessica Groom
2D Leads: Becky Porter & Toya Drechsler
Designer: Sidney Tan
Colourist :Yerlan Tanayev
Colour Assistants: Daymian Mejia & Alexandra Makarenko
Colour Producer: Jackson Winkler
Colour Executive Producer:Krista Staudt