Cinematic Vignettes And Searing Pharma-Style Creative Delivers Boldly In New VA Substance Use Disorder PSAs

A new campaign for The U.S. Department of Veteran Affairs, produced and directed by The Fackrell Brothers, highlights critical issues of substance use disorder and how the VA can support those in need of help. The campaign delivers vital messages with a bold approach that connects to its audience with respect and originality.

“Our collaboration with all of the campaigns we do with The Department of Veterans Affairs and agency Reingold is contingent on honoring service and avoiding cliché for an audience whose experience is wide ranging and backgrounds are diverse,” says Creative Director/Writer Neil Bruce. “The VA is very courageous and wanted to do breakthrough work for this important issue and we took that creative challenge to heart.”

The imaginative spots are artfully tailored to a variety of substance issues — from the risks of fentanyl to the impact addiction can have on you and your loved ones.

“This campaign was incredibly ambitious, involving four complex spots shot over five days with an incredible team who are hyper-dedicated to deliver at the highest level,” says Co-Director Matthew Fackrell. “This marks our tenth year directing awareness commercials for the VA. We’re very proud to do this work over the past ten years.”

“This is the kind of work we dream of as directors – purpose-driven with multi-layered creative made possible by a client dedicated to serving those who serve,” adds Co-Director Nathan Fackrell.

Among the Fackrell’s many creative partners, preeminent, Academy award-nominated Director of Photography Robert Yeoman, ASC (career-long collaborator and DP for director Wes Anderson) worked closely with the Fackrell Brothers to deliver not only individual and creatively unique visuals within each narrative.

“This was my first time working with the Fackrell brothers,” comments Yeoman. “It was truly a pleasure. They bring tremendous enthusiasm to the process and the shoot was really fun for everyone. I found that their ideas were great and they were very open to collaboration. I look forward to an opportunity to work with them again!”

‘Not Even Know It’ adopts the universally recognized elements of direct-to-consumer drug advertisements, including idealized scenarios, an emotional appeal, and uplifting music that quickly takes an unexpected turn. ‘Tightrope’ brings to life a veteran’s metaphorical walk across a tightrope as it leads into a cityscape of enormous alcohol bottles, prescription containers, and other drug paraphernalia. ‘Reflections’ looks through the lens of an alcoholic beverage, using glasses as the visual focal point, to show the pervasive effects of alcohol abuse on an addict’s intimate relationships. The final spot, ‘Rails,’ follows a whirlwind carnival ride that begins showcasing a series of joyful life events, but accelerates uncontrollably into a nightmarish landscape hand built and designed by an art department led by production designer Damon Fortier.

“Working with the Fackrell Brothers is always fun because they are true students of cinema history. They love old school filmmaking techniques and will use them on projects in a fresh way, like shooting traditional miniatures with an LED wall,” shares Fortier. "They are always eager to try something new, so they want to hear your ideas and no idea is too outlandish."

As with every VA campaign, each of the PSAs stars actors who have also served in the military, adding to authenticity of experience and a deep connection to the work. For actor Paige Blackcloud, who stars in ‘Not Even Know It,’ notes, “As a veteran and an actor, I appreciated that there was so much care taken around the subject matter in order to create a safe space in which to depict such a difficult topic. It was clear that the razor sharp focus, while done artfully, was on the people it was affecting.”