February 2009
Santa Monica/New York design/production studio Blind creates "GPS," a graphically haunting PSA campaign for EndGunViolence.com, out of Martin Williams, Minneapolis, MN.
The animated :30 gives a GPS a life of its own, drawing attention to the harrowing simplicity of gun violence: an ostensibly innocent route on a GPS system takes a sinister turn when the guiding arrow turns out to be a stray bullet, whose destination terminates in tragedy.
Agency Martin Williams approached Blind with the basic conceptual narrative to produce and animate a PSA dramatically portraying the real danger of stray bullets.
Blind's Art Director Sakona Kong oversaw the project as Creative Director.
According to Kong, "When approaching this project, we had to keep in mind the controversial and sensitive nature of the topic, as well as create a visual metaphor that effectively blends two worlds."
The spot opens on a basic GPS map, outlining a suburban town.
As the camera zooms in, a mechanical voice dictates the next moves on our route, and a blue arrow guides us down streets that become increasingly more detailed on the map.
The graphics progress from flat, one-dimensional buildings, to 3D representations that grow progressively more realistic as we speed closer to our destination.
The arrow veers off-course, maneuvering over fences and twisting itself to slide through gates.
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