Chilling Gun-Control Ad Uses 911 Calls From Night of Trayvon Martin’s Killing

Stand-your-ground laws in crosshairs

Headshot of Tim Nudd

Floyd Russ is getting pretty good at gun-control advertising. The Grey New York producer worked on the famous "Ed" spot for States United to Prevent Gun Violence, which won a silver Lion in Film at Cannes this summer. Now he has spearheaded the chilling new PSA below—a personal project involving four Grey staffers but not produced by the agency—that uses audio from 911 calls made on the night of Trayvon Martin's death to protest stand-your-ground self-defense laws in the wake of George Zimmerman's acquittal.

The spot features a reenactment of Zimmerman's pursuit of Martin, and then calls for viewers to take action to prevent similar tragedies in the future. Russ tells AdFreak that he got the idea for the spot on the night of the Zimmerman verdict. He got Grey creatives Marques Gartrell and Kim Nguyen and account director Cassie Novick on board, and they raised $5,000 in a week online to cover production costs. Final Cut agreed to cover the postproduction work. Russ and his team drew up a list of potential clients for the spot; The Coalition to Stop Gun Violence was the first to reply.

"Our laws should protect victims. Not create more," says the on-screen copy at the end. "Stand up to 'Stand Your Ground' laws in 26 states." The spot points to, which features a petition through which Americans can call on their state legislators to "oppose this immoral legislation."

Full credits below.


Client: Coalition to Stop Gun Violence

Title: "Stand Up to 'Stand Your Ground' " PSA

Production Company: Narrow Margin Films

Director: Floyd Russ

Writers: Marques Gartrell, Kim Nguyen, Floyd Russ

Executive Producer: Adam Palmer

Associate Producers: Mike Lobikis, Keely Davenport, Emily Darby

Account Director/Art Department: Cassie Novick

Art Director: Marques Gartrell

Copywriter: Kim Nguyen

Director of Photography: Josh Fisher

Steadicam: Billy Green

Assistant Director: Adam Murphy

Postproduction: Final Cut

President: Stephanie Apt

Executive Producer: Lauren Bleiweiss

Editor: Sonejuhi Sinha

Assistant Editor: Dan Berk

Senior Producer: Viet-An Nguyen

Finishing Producer: Alek Rost

Online Visual Effects: Cecil Hooker

Graphics: Phil Brooks

Sound Design, Mixing: T. Terressa Tate

Color: Color Collective @ Final Cut

Colorist: Alex Bickel

Music: Future Perfect Music

Composer: Victor Magro

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@nudd Tim Nudd is a former creative editor of Adweek.