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As the internet was becoming obsessed in recent weeks with FaceApp’s new photo-aging feature, three McCann New York creatives realized that the platform can be used to make a visual statement about the impact of police actions and gun violence. Senior designer Emely Perez came up with the initial idea to honor victims like Trayvon Martin, Sandra Bland, Philando Castile, Eric Garner and others by using FaceApp to show what each might look like at older ages.
After connecting with McCann New York vp and creative director Gabrielle Shirdan and freelance creative director Dabo Ché, the trio landed on #ItsGettingOld, a project that lives on Instagram.