"With the ongoing Oscar Pistorius trial, the spotlight is once again on the high levels of gun violence in South Africa, where every day 18 people are shot and killed," says Bibi Lötter, Y&R's group creative director.
Over 50 firearms are stolen or lost every day, so the spot uses a clever but simple technique to place gun-owners at the scene of the crime.
"I really loved the subtlety of Tony's treatment," says Bibi. "He's crafted a thoughtful piece that doesn't accuse anyone but makes people think about what it means to own a gun."
Y&R had originally conceptualised the spot as a first-person shooter, but Tony suggested rather filming the PSA in a single, continuous take and using choreography to introduce the second person.
"Tony also added so much value in terms of audio," says Bibi, pointing to the sound changes as the second hand appears; the placement of the gunshots over the messaging; and the silence over the logo to link the idea of a gun free South Africa to a sense of peace and quiet. "He turned the audio treatment into a powerful statement of the idea."
The PSA was shot on a rainy night in Braamfontein, with Marc Rowlston as the DOP, and post production by Melanie Golden at Deep End Post.
Frieze Films' producer Jo Barber thanks all the crew who made the shoot possible.
To view more of Tony's reel, visit http://www.friezefilms.com/pages/Tony_Baggott.html
About Frieze Films
Frieze Films is a South African production company representing commercials directors Tony Baggott, Malo 8, Ian Mason, Marc Rowlston and Jonty Fine. Frieze Films came second at the Creative Circle Ad of the Year Awards and won Bronze at Cannes Lions in 2013. For more info, visit www.friezefilms.com
or follow Frieze on Twitter