Evan "Hidden Secrets"


Be sure to watch Evan part I before you watch part II. There is much more to this than you may think. Producing award winning marketing campaigns is more than pointing a camera or writing good copy. This may look like a typical love story gone bad but the hidden message is key. See if you can spot what is going on. 

After watching Evan part I you may be thinking this is a high school love story about teenagers falling in love or maybe missed opportunities. Well you couldn't be more wrong.


Evan Part I

Now imagine what would be worse than not ever meeting the love of your life? Is that what this is about? Either way, it draws you in enough to keep watching. Now for the impactful message. It makes you think specifically about the details in life we miss. That's exactly what they wanted you to think. Watch for yourself... (remember, I called it "hidden secrets.")


Evan Part II

This is a recent commercial ad campaign produced by BBDO for Sandy Hook Promise, an organization helping to educate and empower parents and students from gun violence before it happens. Their campaign slogan,  "Say Something," focuses on the signs we miss in digital media, at school and at home.


Although this was produced as a single video, the message seemed more impactful when broken into a 2 part series. Marketing it as a series, offering the bait (part I) and then asking the viewer to come see the climax would help increase conversion. 


I would love to hear your thoughts on this campaign. You can reply on any of my social media posts listed here:



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Client: Sandy Hook Promise
Spot: "Evan"


Agency: BBDO New York
David Lubars, Chief Creative Officer, Worldwide
Greg Hahn, Chief Creative Officer, New York
Peter Alsante, Creative Director
Bryan Stokely, Copywriter
Martins Zelcs, Art Director
Julian Katz, Group Executive Producer
Lindsey Cash, Account Director
Sean Stogner, Communications Planning Director
Michael Schonfeld, Communications Planning Associate


Client: Sandy Hook Promise
Nicole Hockley, Founder & Managing Director
Tim Makris, Founder & Managing Director


Production Company: Smuggler
Henry-Alex Rubin, Director
Patrick Milling Smith, Partner
Brian Carmody, Partner
Drew Santarsiero, Executive Producer
Andrew Colon, Chief Operating Officer
Leah Allina, Producer
Ken Seng, Director of Photography


Post Production: NO6
Editor: Jason Macdonald
Additional Editor: Nick Schneider
Executive Producer: Corina Dennison
Post Producer: Malia Rose
Flame Artist: Ed Skupeen
Flame Assist: Mark Reyes
Colorist: Jason Macdonald


Audio Post: Heard City
Mixer: Stefano Campello
Mixer: Evan Mangiamele
Audio Executive Producer: Sasha Awn


Music Supervision and Clearance by Beta Petrol


Song: "Johnny Met June"
Written and Performed by Shelby Lynne
Courtesy Capitol Records, Inc. and Kobalt Music Publishing America, Inc.

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