We spent months researching and collecting real images from mass shootings in the United States. Every image had to be emotional, as we wanted the audience to feel they were at the scene of the shooting. During this process, we got in touch with multiple police stations, libraries and newspapers in order to find the most impactful images.

Because of the amount of information needed in the ad, the challenge was to find powerful images without too many elements. Then, create a simple yet effective layout that focuses on the ballot without stealing the impact of the image.

The ballot design was inspired by actual voting ballots. We simplified it by leaving only the information necessary to deliver the message. The result was a series of powerful visuals that shines a spotlight on politicians who could have prevented those same shootings from happening if they had supported stricter gun laws.