With 3D printers, getting a gun could be as easy as downloading it. A person can find a schematic for a firearm online, plug it into a 3D printer with the right materials, and that’s it — a gun is created on the spot. No background check required, no serial number to trace the gun if it’s used in a crime. The fact that anyone with access to a 3D printer could potentially create a gun is alarming — especially as gun violence is already so high in the U.S. with mass shootings happening at least once a month.

The biggest challenge for the poster art direction was to find the right tone, visual and mood that translates the dangers of allowing anyone to download plans to 3D print a gun at home. The proposed scenario is extremely sensitive and dramatic. We used some 3D printed characters featured in our film “3D Tragedies.” In the middle of all three ads, we show an FTP link, except instead of showing the name of a gun that can be downloaded, for example, “M16.3DX,” we instead show the description of a shooting scene: “GUNMAN_ENTERS_SCHOOL_THROUGH_GYM_BACK_DOOR_AND_SHOOTS.3DX.”