[Gun Control]
Artex Productions’ Tim Warren: “We hope Morning Routine evokes a powerful, gut-level reaction in each viewer, one that spurs them to take tangible political action.”
Photo: YouTube
Artex Productions’ and the Brady Organization collaborated to make the “Morning Routine” video that addresses gun violence.
Every day, 100 Americans are killed by guns and hundreds more are injured. While school shootings have become a routine topic in daily discourse, they are rare in comparison to daily gun violence. Award-winning full-service video agency Artex Productions is made up of several first-time parents, who care deeply about this issue and took it upon themselves to create a moving spot called “Morning Routine.” For the rollout of the two-minute commercial, Artex aligned with Brady, who has one powerful mission — to unite all Americans against gun violence.
“Morning Routine” highlights the importance of gun reform by making the issue immediate, personal, and relatable to the viewer, reinforcing the primal, emotional relationship between child and parent. It focuses on an everyday scenario, portraying a morning like any other between a father and a daughter, as they wake up, share breakfast, and get ready for school. However, there’s a twist, which involves the bulletproof vest that the child puts on each day before heading out the door.
“We hope Morning Routine evokes a powerful, gut-level reaction in each viewer, one that spurs them to take tangible political action,” said Tim Warren, Director and Chief Creative Officer at Artex Productions. “Gun violence takes many shapes across the country, and as parents ourselves, the last thing we want is for it to intrude something as intimate as the family morning routine. We don’t believe in making all guns magically disappear, but we do believe in rational gun regulation.”
“From El Paso to Dayton, from Chicago to right here in DC, preparing for gun violence should not be part of anyone’s morning routine” said Kris Brown, President of Brady. “People in every community should feel like they can go to school, go to the park, go to festivals, walk their streets – basically live their lives – free from gun violence. This powerful piece shows what could quickly become the new morning routine in America unless we and our legislators take action immediately. This is not a reality we want! We invite everyone who feels the same way to learn how they can help make our country, and their own homes, safe again.”
Overall, the effects of gun violence extend far beyond the casualties and physical wounds – gun violence shapes the lives of millions of Americans who witness it, those who directly know a victim, or live in daily fear of the next shooting. Together, we have to push for common sense gun laws.
Brady is partnering with My Last Shot, a gun-violence prevention project led by students from Columbine High School and activists across the country, to call attention to the way fear of gun violence impacts young people, particularly as they head back to school. Brady works across Congress, the courts, and different communities with over 90 grassroots chapters, bringing together young and old, red and blue, and every shade of color to find common ground with common sense solutions. In the spirit of its founders Jim and Sarah Brady, Brady has fought for over 45 years to take action, not sides, and they will not stop until this epidemic ends.
About Artex Productions
Artex Productions is an award-winning full-service video agency, deployed around the world at a moment’s notice to transform brand and business directives into compelling film work. They have offices in Miami and Los Angeles. For more information on Artex Productions, please visit artexproductions.com.
About Brady
Brady has one powerful mission — to unite all Americans against gun violence. We work across Congress, the courts, and our communities with over 90 grassroots chapters, bringing together young and old, red and blue, and every shade of color to find common ground in the common sense. In the spirit of our founders Jim and Sarah Brady, we have fought for over 25 years to take action, not sides, and we will not stop until this epidemic ends. It’s in our hands. For more information on Brady, please visit www.bradyunited.org.
