The Most Vicious Cycle | Music Video

*** WARNING: Sensitive Content *** A movie created to motivate more youthful generations to go out and elect agents who promote practical weapon control laws in the November ’’ 18 midterms. Composed by Kesha, Sage, Chika, Pebe Sebert, and Drew Pearson, the tune was developed as a creative reaction to the mass shooting at Marjory Stoneman Douglas High School in Parkland, Florida. The movie is a looping, metaphoric visualization of the foreseeable occasions that follow a mass shooting. Utilizing the excessively made complex and sometimes humorous mechanics of a Rube Goldberg device, the story occurs inside a school while a shooting is taking place. After every shooting, there’’ s outrage, prayers and incorrect pledges. It occurs once again. End #TheMostViciousCycle. Elect prospects who support practical weapon laws and share the video. #VoteForOurLives on 11/6.

The movie is a looping, metaphoric visualization of the foreseeable occasions that follow a mass shooting. Utilizing the excessively made complex and humorous mechanics of a Rube Goldberg maker, the story occurs inside a school while a shooting is occurring.

CREDITS: Agency: McCann NY Creatives: André De Castro &Nick Larson Producer: Gaby Levy Chief Creative Officers: Sean Bryan, Tom Murphy Creative Advisor: Joyce King Thomas Chief Production Officer: Nathy Aviram Global Creative Chairman: Rob Reilly ECDs: Susan Young, Daniela Vojta President, McCann NY: Devika Bulchandani Chief Communications Officer: Jeremy Miller Senior Social Strategist: Jordan Berger

Production: Mill+ Director: Ben Smith Executive Producers: Ian Bearce &Christina Thompson Producer: Tia Perkins Production Coordinators: Andrew Hollingsworth &Danika Casas Shoot Supervisro: Kyle Cody

Editorial: The Mil Editor: Ryan McKenna Edit Assist: Matthew Campbell

VFX Production: The Mill Executive Producer: Christina Thompson Producer: Grace Tober Line Producer: Roshni Kakas Production Coordinator: Umesh Chand Chief Creative Officer: Angus Kneale Creative Director: Ben Smith Shoot Supervisor: Kyle Cody 2D Lead Artists: Kyle Cody, Venuprasath D 3D Lead Artist: Christian Nielsen 2D Artist: Molly Intersimone, Badarinath Chinimilli, Prasanna Bhatt, Rajeshkumar K 3D Artist: Tim Kim, Ryan Federman, Todd Akita, Tighe Rzankowski, Dave Barosin, Weicheih Yu, Sudakshina Sridharan, Vittal Kuntla, Fazal Khan, Giri Prasath S, Raj Kumar M, Sunil MM, Sendil Kumar J Animation: Scott McGinley, Alex Allain, John Wilson Design: Clemens den Exter Motion Graphics: Laura Nash and Wendy Eduarte Asset Supervisor: Anish Mohan Tracking Supervisor: Senthil Murugan Balasundaram Colourist: Mikey Rossiter

DP: Elisha Christian Steadicam Op: Grant Culwell Gaffer: Alex Gaynor Key Grip: Eddie Apodaca Prod Designer: Ron Beach Prop Master: Mark White FX Lead: Ron Matthews

Audio: Audio Post Production: Sound Lounge Sound Designer: Marshall Grupp Foley: Alchemy Post Sound Audio Mixer: Tom Jucarone Senior Producer, Audio: Becca Falborn

Music: Music monitored by Rob Kaplan and Aaron Mercer from Wool &Tusk

““ Safe ” Track: Produced and Engineered by Drew Pearson Mixed by Jon Castelli Engineer for Mix by Ingmar Carlson Mastered by Emily Lazar at The Lodge, NY Assisted by Chris Allgood Written by Kesha, Sage, Chika, Pebe Sebert, and Drew Pearson Chika vocals tape-recorded by Mitch Davis at Pull Music Executive Produced by Lagan Sebert and Hampton Howerton for Vector Management Digital Marketing, Jon Romero for Vector Management. Kesha appears thanks to Kemosabe Records/RCA Records

CLIENT (MFOL): Sarah Chadwick –– March For Our Lives job strategist and planner Sofie Whitney –– March For Our Lives job strategist and planner Ryan Deitsch- March For Our Lives Content Creator Jackie Corin- National Outreach Director Matt Deitsch- Chief Strategist

Cast: Ben Smith

Tags: weapons , elect our lives , weapon violence , kesha , sage , school shooting , weapon , march for our lives , chika , the mill and ben smith

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Read more: vimeo.com

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