MFOL - GENERATION LOCKDOWN
Project
MFOL - GENERATION LOCKDOWN
Client
March For Our Lives
Role
Concept, Creative Direction, Writing, Research, Film, PR, Social Strategy
Market
Global
Year
2022
WE REFRAMED THE GUN DEBATE AND GOT THE ATTENTION OF THE VICE PRESIDENT
How do you create gun reform when both sides despise each other? During the presidential election, our client March For Our Lives asked us to put school gun violence on the agenda. Our solution was to cut through the politics and surface a truth no politician or parent could deny. No exaggeration. No hyperbole. Just a reality: every single child in America is affected by guns.
WATCH THE FILM
“We have had monumental changes and it’s because of one thing in particular, this communication”
– David Hogg, Founder March For Our Lives.
WATCH THE CASE FILM
SHARED BY SENATORS, CELEBRITIES AND PARENTS ALL OVER AMERICIA
The film earned over 55 million views in two weeks and became the lead story for news organizations all over the world. Senators from both political parties, Kardashians and a Vice President shared the film and integrated its message into their election campaign.
"This is the world we live in. If Congress fails to pass it within my first 100 days as president, I'll take executive action myself."
- Vice President, Kamala Harris
OUR CLIENT WAS INVITED TO AIR THE FILM ON THE US SENATE FLOOR
WE GAVE AN ENTIRE GENERATION A NEW NAME AND A POWERFUL VOICE
“Generation Lockdown” is now part of the American lexicon. For the first time, a generation that had been suffering in silence was given a name, one that forces those in power to confront the consequences of inaction on gun reform. In a chaotic political year, our project cut through the noise and enabled a small student-led organization — too young to vote — to shape their country's presidential election.
"This is what growing up in America in 2022 looks like"
- Kourtney Kardashian
"This."
- Amy Schumer
GLOBAL PRESS AND INTERVIEWS
I was interviewed by The New York Times and appeared on several national and international news segments to discuss the project and its aims.
WE REFRAMED THE GUN DEBATE AND GOT THE ATTENTION OF THE VICE PRESIDENT
How do you create gun reform when both sides despise each other? During the presidential election, our client March For Our Lives asked us to put school gun violence on the agenda. Our solution was to cut through the politics and surface a truth no politician or parent could deny. No exaggeration. No hyperbole. Just a reality: every single child in America is affected by guns.
WATCH THE FILM
“We have had monumental changes and it’s because of one thing in particular, this communication”
– David Hogg, Founder March For Our Lives.
WATCH THE CASE FILM
SHARED BY SENATORS, CELEBRITIES AND PARENTS ALL OVER AMERICIA
The film earned over 55 million views in two weeks and became the lead story for news organizations all over the world. Senators from both political parties, Kardashians and a Vice President shared the film and integrated its message into their election campaign.
"This is the world we live in. If Congress fails to pass it within my first 100 days as president, I'll take executive action myself."
- Vice President, Kamala Harris
OUR CLIENT WAS INVITED TO AIR THE FILM ON THE US SENATE FLOOR
WE GAVE AN ENTIRE GENERATION A NEW NAME AND A POWERFUL VOICE
“Generation Lockdown” is now part of the American lexicon. For the first time, a generation that had been suffering in silence was given a name, one that forces those in power to confront the consequences of inaction on gun reform. In a chaotic political year, our project cut through the noise and enabled a small student-led organization — too young to vote — to shape their country's presidential election.
"This is what growing up in America in 2022 looks like"
- Kourtney Kardashian
"This."
- Amy Schumer
GLOBAL PRESS AND INTERVIEWS
I was interviewed by The New York Times and appeared on several national and international news segments to discuss the project and its aims.