End Family Fire

A microsite to increase awareness of shootings involving an improperly stored or misused gun found in the home

Despite compelling evidence to the contrary, 63% of Americans believe that owning a gun makes your home safer. But the fact remains, eight kids a day are killed or injured by loaded, unlocked guns. The language around this national crisis is disjointed, creating negative reactions that don’t allow for productive conversation to take place. To change attitudes and encourage people to rethink behavior around this issue, we coined our own term. - Family Fire; a shooting involving an improperly stored or misused gun found in the home, resulting in death or injury.

Family Fire gives this crucial issue a name, placing family at the center of the discussion. It’s inclusive of all in-home gun-related incidents and is purposefully nonpartisan.

The design of the site was very purposeful, keeping the amount of UI and information on the screen at any moment to a minimum. With so much information to convey it’s important that it does not overwhelm the user as they continue on their journey.

There are touches of specific development pieces that give the site that extra dimension. Dynamic WebGL dust-particles overlaid add an extra sense of depth to the whole experience as well as through the use of a custom script for After Effects that exports tracking data in order to control a 3-D camera, effectively syncing the film movement with the WebGL 3-D camera position.

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