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ShineMSD - Instruments of Hope
13/09/2019
Advertising Agency
New York, USA
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Agency / Creative
Production
Post Production / VFX
Editorial
Music / Sound

After every mass shooting in the United States, the conversation around gun violence is reignited with the news media, politicians and the general public. But these conversations quickly fade –leaving survivors alone to cope and, activists, in a similar place as when they started. It was no different for the shooting that took place at Stoneman Douglas High School in Parkland FL. But what was different, the world came to know the students of this high school were a bit different. Some jumped to action in the political arena. Others turned their efforts toward the arts, forming a nonprofit called ShineMSD. Its mission: harness the power of music and arts to inspire hope and unity in the aftermath of tragedy —even writing an original song that became their anthem for change.

We created a one-of-a-kind brass instrument, made from brass AR-15 bullet casings, with the sole purpose of it being physically integrated into musicians’ live performances. Top musicians and music influencers care about gun violence. We just needed to provide them with an organic, natural way they could use their live shows to literally put the gun violence conversation on the main stage. A poignant, one-of-a-kind instrument was a natural fit.

The Instrument of Hope’s live performances by Panic! At the Disco, The Revivalists, Brian Newman (Lady Gaga’s Trumpeter), Keyon Harrold, The Specials, “Oklahoma!”Broadway show, and more had a lasting impact on everyone who participated: the artists and their fans. Whether it’s feeling the bullet caps on their fingertips, seeing the skillfully-crafted bullet casing tubing, or hearing how it gives songs new meaning and emotion —all are reminder that what causes us pain can be turned into something beautiful. 

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