Zoic, Mckinney create powerful PSA for Ad Council

Award-winning entertainment company Zoic Studios has teamed up with McKinney to drop viewers into a game that  has no winner in a powerful new PSA for the Ad Council and Brady, “No Extra Life.”

Crafted in the perspective of a first-person shooter video game, the spot follows the heart-racing experience of someone frantically racing through a home trying to find a loved one, only to discover that his unsecured gun is no longer where he keeps it in the top drawer, and that — to his horror — there is no response from his loved one from behind a locked bedroom door.

Using the very genre that is often accused of desensitizing us to gun violence, the PSA delivers a poignant and sobering reminder that safe gun storage can help delay someone’s access to a gun by even a few moments, giving them a second chance at life. Watch the harrowing :30-second film below:

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The PSA is a continuation of The Ad Council and Brady’s End Family Fire campaign originally launched in 2018 to highlight the importance of safe gun storage in the home and to introduce the term “family fire,” giving a name to any shooting that involves an improperly stored or misused gun found in the home.

Behind the Scenes

Director Chris Jones led the team to bring viewers into the gamified world of the avatar, drawing them into what appears to be a thrilling chase, only to bring them along for a heart-wrenching search for an ending they could have never imagined.

The Emmy Award-winning studio brought a wealth of experience in crafting dynamic storytelling for the gaming genre to this PSA, having created pulse-racing trailers for top publishers including PlayStation, Ubisoft and Capcom.

The Zoic team designed the original cinematic CG game renderings found in modern triple A titles, with a meticulous eye towards art direction to infuse the video game experience with the comforts and familiarity of a home.


CLIENT: The Ad Council and Brady

AGENCY: McKinney

  • Chief Creative Officer: Jonathan Cude
  • Group Creative Director: Alex Shulhafer, Jenny Nicholson
  • ACD/Art Director: Tyler Wriston (Print/Radio)
  • ACD/Copywriter:  Robert George (Print/Radio)
  • Art Director: Jade Song
  • Copywriter: Chase Condrone
  • Account Supervisor: Melanie Wallace
  • Account Manager: Jaclyn Campbell 
  • Project Manager: Elide Marks 
  • Group Strategy Director: CJ Franzitta 
  • Director, Data Strategy: Brian LoPiccolo
  • Data Strategist: Brianna Calderon-Roman
  • Executive Broadcast Producer: Naomi Newman
  • Associate Broadcast Producer: Taylor Osborne 
  • Print Producer: Carolyn Petty
  • Integrated Producer: Kara O’Halloran
  • Digital Producer: Maggie Baker
  • Developer: Will Knowles
  • Digital Generalist: Alec Kunkel

PRODUCTION: Zoic Studios

  • Director: Chris Jones
  • Creative Director: Julien Brami
  • Executive Producer: Jason Cohon
  • Senior Producer: Sabrina Harrison
  • Associate Producer: Ivan Barahona
  • Editor: Andrew Renfro
  • CG Supervisor: Christina Murguia
  • Compositing Supervisor: Andrew Bardusk
  • Lead Animator: Dave Funston
  • Previs: Delano Athias
  • Concept Artist: Laura Cosner
  • Model/Texture/Lookdev: Shamus McGlynn, Jeeah Huh, Renato Eiras, Pascal Polic,
  • Senior Lighter: Bill Spradlin, Christina Murguia

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SOURCE: Zoic Studios