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Commercial directors have been bringing formidable formal techniques to PSAs lately. Freed from the constraints of regular brand advertising, they can use camera and editing tricks to build tension—and leave a memorable, often shocking impression on the viewer.
Partizan director Martin Stirling is particularly skilled at this. Eighteen months ago, his Save the Children "Most Shocking Second a Day" spot highlighted the effect of the Syrian crisis on kids. More recently, he made this beautifully bleak PSA, which used a looping technique to devastating effect.