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This tense, edge-of-your-seat ad from Grey, New York stars fictional pre-teen influencer Cayden as he narrates an unboxing video after he finds his parent’s gun.
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Credits
powered by
- Agency Grey/New York
- Production Company Chelsea
- Director Kevin Wilson Jr
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Credits
powered by
- Agency Grey/New York
- Production Company Chelsea
- Director Kevin Wilson Jr
- Production Agency Townhouse (In-House at Grey/New York)
- Animation/Finishing Gramercy Park Studios
- Illustration The Youth
- Music Company Squeak E Clean Studios/USA
- Executive Producer Lisa Mehling
- Executive Producer Pat McGoldrick
- Edit Company Final Cut/New York
- Assistant Editor Geoff Hastings
- Executive Producer Sarah Roebuck
- Head of Production Penny Ensley
- Post Producer Andrea Cantor
- DP Laura Valladao
- Editor Patrick Colman
- Chief Creative Officer John Patroulis
- Chief Creative Officer Justine Armour
- Group Creative Director Renan Molin
- Creative Director Daniel Massih
- Copywriter Evan Atherton
- Executive Producer Kristin Childers
- Chief Production Officer James McPherson
- Executive Creative Director Jessica Ehrhardt
- Executive Creative Director Renan Molin
- Creative Director Brendon Nafziger
- Senior Art Director Samantha Hilty
Credits
powered by
- Agency Grey/New York
- Production Company Chelsea
- Director Kevin Wilson Jr
- Production Agency Townhouse (In-House at Grey/New York)
- Animation/Finishing Gramercy Park Studios
- Illustration The Youth
- Music Company Squeak E Clean Studios/USA
- Executive Producer Lisa Mehling
- Executive Producer Pat McGoldrick
- Edit Company Final Cut/New York
- Assistant Editor Geoff Hastings
- Executive Producer Sarah Roebuck
- Head of Production Penny Ensley
- Post Producer Andrea Cantor
- DP Laura Valladao
- Editor Patrick Colman
- Chief Creative Officer John Patroulis
- Chief Creative Officer Justine Armour
- Group Creative Director Renan Molin
- Creative Director Daniel Massih
- Copywriter Evan Atherton
- Executive Producer Kristin Childers
- Chief Production Officer James McPherson
- Executive Creative Director Jessica Ehrhardt
- Executive Creative Director Renan Molin
- Creative Director Brendon Nafziger
- Senior Art Director Samantha Hilty
It starts out almost sweet.
Earnest and excitable, Cayden rummages through his parents’ closet before finding the box. He opens it to reveal a pistol and begins talking about the features, (“wow, it’s heavy,”) the slide, the trigger, the magazine. A bullet falls out. And then it jams.
It’s clear Cayden’s been taught how to handle a gun, but what’s even more clear is that instruction doesn’t matter if he finds it. The narrative is tense, capitalizing on our horror at seeing an eight-year-old handle a gun and our expectations of the worst. Unboxed is a stark reminder that gun safety isn’t enough to keep kids safe. This PSA forStates United to Prevent Gun Violence was a pro bono effort from Grey, New York, produced by Chelsea Pictures, and directed by Kevin Wilson Jr.
