A new campaign for the U.S. Department of Veteran Affairs, directed and produced by The Fackrell Brothers, takes a bold and innovative approach to highlight the critical issue of substance use disorder. These powerful PSAs emphasize how the VA can help those struggling, delivering vital messages with originality and deep respect for their audience.
Creative Director/Writer Neil Bruce explains, “Our collaboration with the VA and agency Reingold focuses on honoring service and avoiding clichés. The VA was courageous in wanting to create breakthrough work, and we embraced that challenge.”
The campaign covers a range of substance-related issues—from the dangers of fentanyl to the personal and familial impacts of addiction—using creative visuals to engage viewers.
Adding to the authenticity, the PSAs feature actors who have served in the military. Paige Blackcloud, a veteran who stars in Not Even Know It, notes, “As both an actor and veteran, I appreciated the care taken to depict such a difficult subject. The focus was always on the people affected.”
Not Even Know It mimics the familiar style of pharmaceutical ads, quickly twisting into an unexpected portrayal of addiction’s dangers.
Tightrope illustrates a veteran walking a metaphorical tightrope, surrounded by looming drug and alcohol imagery.
Reflections uses a glass of alcohol as the focal point, symbolizing the damaging effects of addiction on relationships.
Rails follows a chaotic carnival ride that spirals from joy into a nightmarish descent, meticulously crafted by production designer Damon Fortier.
Co-Director Matthew Fackrell remarks, “This campaign was incredibly ambitious, with four complex spots shot in five days. We’re proud to have worked on VA awareness campaigns for the past decade.” Co-Director Nathan Fackrell adds, “This is the kind of purpose-driven work directors dream of—layered and meaningful, with a client-focused on helping those who served.”
Wes Anderson’s longtime cinematographer Robert Yeoman, ASC, collaborated with the Fackrell Brothers to bring each narrative’s unique visual identity to life. “It was a pleasure working with the Fackrells for the first time. They were open to ideas and full of enthusiasm,” Yeoman shares.
Fortier, reflecting on the experience, says, “Working with the Fackrell Brothers is always a joy—they love traditional filmmaking techniques and embrace new ideas.”
The campaign’s bold visuals and thoughtful storytelling make it a powerful call to action for veterans in need of support.
CREDITS:
BRAND: The Department of Veteran Affairs
AGENCY: Reingold
PRODUCTION COMPANY: FACKRELL BROTHERS
- Co-Directors / Executive Producers: Matthew and Nathan Fackrell
- Creative Director / Writer: Neil Bruce
- Producer: Valerie Thomas
- Head of Production: Michelle Taylor
- Director of Photography: Robert Yeoman, ASC.
- Production Designer: Damon Fortier
- Post-Production Supervisor: Craig Windes
- Casting: Laurie Records Casting
- VFX Supervisor / Matte Painter: Rocco Gioffre
- VFX: Darren and Adam Fanton
COLOR: Company3
Colorist: Matt Osbourne
Sound Design: Brian Emrich
Sound Mix: Nathan Hoffman
Score: Phil Klein “Tightrope” & “Reflections”
Music: “Leverage” by Andrii Yefymov (Gothic Storm Music)
Editors: Sam Perkins “Not Even Know It”/ Jason DeVilliers & Matt Fackrell “Tightrope”/
Jason DeVilliers “Reflections” / Matt Fackrell “Rails”
Veteran Advisor: Edwin Modlin
Veterans/Actors: Paige Blackcloud, Eric Maragoto, Devon Ehrhorn, Joshua Reyes, Jordan Bell
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