Change the Ref
Change the Ref's disruptive advocacy campaigns and creative activism against gun violence
Featured Change the Ref projects
This week's top Change the Ref projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Change the Ref · 3D Activist Documentary
Change the Ref’s 3D activist documentary project captures a series of public protests staged against the backdrop of government architecture in snow-covered urban environments. The film follows individuals wearing plain white masks as they move in formation through public squares, engaging directly with bystanders in a series of deliberate, choreographed sequences. Produced by Alma with VFX from Voodoo Manufacturing, the documentary utilizes a live-action technique to ground its narrative in authentic, natural daylight conditions. The cinematography pairs sweeping exterior shots of monuments with dynamic, handheld documentary footage. The visual sequence is punctuated by text graphics that convey the core activist messaging, maintaining a clean aesthetic throughout.
Change the Ref · Antiviral Weapon
Change the Ref’s Antiviral Weapon campaign explores the intersection of the coronavirus pandemic and rising rates of gun violence. The project leverages a documentary-style approach, stitching together archival news reports, web journalism, and personal accounts from impacted families to frame the surge in firearm sales. Executed through a clean, minimalist visual language, the broadcast-focused production utilizes live-action technique to highlight community-led responses to the issue. The film channels a journalistic tone, centering on advocacy through a rigorous assembly of broadcast elements.
Change the Ref · NRA Children's Museum
Change the Ref’s NRA Children’s Museum project employs a stark, top-down visual perspective to highlight the scale of gun violence in American schools. Through the use of drone footage and a desaturated aesthetic, the piece arranges 52 yellow school buses into the silhouette of an assault-style rifle, with each bus marked by the city and date of a school shooting. The film, produced for public awareness, was developed through a collaboration between Ogilvy UK and Hungry Man US, with additional support from No6 and Tusk Strategies. The project relies on a cinematic, aerial approach to document the installation.
Change the Ref · The Lost Class: DAVID
Change the Ref’s public awareness initiative, The Lost Class: DAVID, documents a 2021 event held in Las Vegas, Nevada. The project centers on a presentation featuring David Keene, former president of the National Rifle Association, framed against the backdrop of a high school graduation ceremony. Produced by Hungry Man US with agency support from Leo Burnett Chicago, the work utilizes a documentary-style approach to capture the event. The execution leans into a clean aesthetic, punctuated by minimalist typographic sequences and live-action techniques to convey its message.
Change the Ref · New Recruits
Change the Ref’s 'New Recruits' campaign is a public awareness initiative that centers on the intersection of military recruitment and gun safety. Directed and produced in collaboration with Energy BBDO, the project utilizes a documentary approach to examine the dialogue surrounding child safety and violence. The film features candid interviews set against an urban backdrop, interspersed with street-level live-action footage of public spaces. The narrative is driven by direct address to the camera, with sound design and score provided by Human Music to ground the testimonial elements.
Change the Ref · Joaquin’s First School Shooting
Change the Ref highlights the sobering reality of gun violence in schools through the illustrated project, Joaquin’s First School Shooting. Designed as an advocacy piece, the work frames a serious narrative through the lens of a children’s book to contrast innocence with the impact of school-based trauma. The project utilizes a combination of clean animation and flat digital illustration techniques. Its aesthetic leans into a palette of soft pastels and primary colours, utilizing an artistic approach to visualize classroom settings and the experience of a school shooting incident. Grayson Music provided the music and sound design for the project.
Change the Ref · The New Recruits - Case Film
Change the Ref’s campaign, The New Recruits, presents a case film examining the intersection of gun violence statistics and military recruitment tactics within the United States. The piece employs a documentary approach, utilizing archival footage and split-screen compositions to draw parallels between military settings and school environments. The edit leans into a clean, minimalist aesthetic, utilizing high-contrast yellow graphic text overlays to present fatality data spanning 2001 to 2020. Developed by Energy BBDO, the project integrates sound design from Human Music to frame its presentation of public awareness messaging.
Change the Ref · Joaquin’s First School Shooting - Case Study
Change the Ref’s case study for 'Joaquin’s First School Shooting' explores the intersection of political discourse and public awareness regarding gun safety. The film utilizes a documentary-style approach, juxtaposing archival footage of American politicians with illustrated children’s book visuals to examine legislative rhetoric on gun violence. The project incorporates clean, horizontal compositions and live-action techniques to frame its narrative. Key production support was provided by agency BCW, with Maria Lavezzi overseeing production, Flamboyant Paradise handling animation, Estudio India on VFX, Akian Grafica providing production services, and Grayson Music managing the sound design.
Change the Ref · The Shotline
Change the Ref’s project The Shotline is a minimalist video production aimed at public awareness. Developed by agency MullenLowe US and production house Edisen, the work relies on clean, stark graphic presentation to address its subject matter. The piece centers on the use of monospaced typography set against a monochromatic background. As the narrative unfolds, it incorporates glitch effects and shifting audio waveforms to represent voices, utilizing sound design as a core narrative driver throughout the commercial format.
Change the Ref · Save Us from the USA
Change the Ref’s project, 'Save Us from the USA,' is an advocacy film focused on raising awareness for child mortality and gun violence. The work relies on a stark, monochromatic aesthetic to deliver its message, utilizing a documentary-style approach. The creative direction, led by Atlantic New York, Stream, and Tough Guy, employs vintage film aesthetics to frame a series of solemn portraits. The film uses cinematic pacing and a 16mm-inspired visual texture to present its data-driven narrative.
Change the Ref · Barricade
Change the Ref's project, Barricade, is a public awareness campaign that utilizes a cinematic, live-action technique to explore themes of safety within educational spaces. The film navigates an empty school, capturing quiet, static environments like gymnasiums, classrooms, and corridors. The visual narrative relies on a shifting lighting palette, transitioning between low-key shadows and stark, overhead fluorescent illumination. By focusing on abandoned objects—desks, backpacks, and sports equipment—the piece creates a solemn atmosphere across these architectural areas. Creative direction and agency support for the project were provided by Energy BBDO, Druid Creative Gaming, and OMG Creo, with production handled by Webcore Games and sound design by Flutu Music.
Change the Ref · Locker
Locker is a digital production from Change the Ref, produced in partnership with Energy BBDO, Webcore Games, Druid Creative Gaming, and OMG Creo. The project sits within the video games and gaming industry, utilizing a virtual simulation perspective to depict a school environment from the inside of a locker. The piece leans into an interactive digital media aesthetic, characterized by a moody, cinematic tone. The sequence makes use of 3D render and CGI techniques to frame the hallway, creating a tense atmosphere through specific lighting and composition choices. Sound and music production were provided by Flutu Music.
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