Brief
Create a film in partnership with March for Our Lives and McCann New York that features a metaphorical representation of the aftermath of a mass shooting, expressed through the familiar visual of a Rube Goldberg Machine.
Approach
A team of passionate creatives from The Mill and McCann donated numerous hours of craft to bring this film to life. Shot in a Los Angeles high school, the production team constructed and captured as much of the Rube Goldberg motion as possible in camera, seamlessly connected the dots and tying missing pieces together through fully integrated visual effects.
Impact
The result is a powerful and impactful music video that urges voters to support politicians who back sensible gun legislation. Taking the internet by storm, the film has been written up and featured in Ad Age, Teen Vogue, and the Huffington Post, and played on MTV and across Times Square’s massive video screens. It also won a total of 6 prestigious Clio Awards.