Responses by Droga5 and Superhero Cheesecake

Background: In collaboration with the Gun Safety Alliance and Ad Council, the objective of End Family Fire is to promote gun safety, not gun control. There is no judgment for parents who bring guns into their homes; rather, there is encouragement to put safety first. With help from Residency Content, we hope that the site will be accessible to American gun owners and prospective gun owners, as well as non-gun owners.

Highlights: The End Family Fire site is bipartisan, human and factual. The design elements serve as a framing device for engaging the emotional content that takes center stage. The brand mark itself provides a bit of initial tension, with the word “family” in the center of the circle, which visually doubles as a barrel, but still retains some matter-of-factness as it sits at the top of the page.

Challenges: Deciphering how we could communicate relevant information in the most purposeful and pointed way. With a lot of content to be conveyed, it was important to make sure the information was digestible to all users without being too emotionally taxing. The integration of a film within the interactive web experience helped create a narrative that could be intertwined with informational hot spots along the way.

Navigational structure: The site’s content exists within a narrative structure that starts in close proximity to a central firearm and vertically zooms out as the user scrolls floor by floor, through the roof and the entire neighborhood to reveal the surroundings of the family’s home. Information relevant to each location is presented starting with gun safety, then storage, following with the conversations around owning a firearm and, finally, the community’s responsibility to safeguard it.

Technical features: The dynamic WebGL dust-particles that we’ve added as an overlay. Although it’s only a small detail, we like how it adds an extra sense of depth to the whole experience. We’ve created a custom script for After Effects that exports tracking data that we then used to control a 3-D camera, effectively syncing the film movement with our WebGL 3-D camera position.