The sequence captures the few ticking seconds that changed America forever. In that space the camera tumbles backwards through the fateful moment punctuated by flickers of memories leading up to the shift from innocence to disbelief, then horror. The story is told in reverse, heightening the dramatic effect as we resolve on the decisive moment in which the now infamous killer takes a breath... and pulls the trigger.

Rama Allen, Director said: "I wanted to create a visceral and haunting sequence that would dilate time across an act of unthinkable public violence, signaling a critical shift in the American psyche. I decided the structure, technique and tone of the piece would be inspired by a universal human reaction built in to us at a physiological level. When we are audience to something uncontrollable, paradigm flipping and of immeasurable importance, we feel the ground slip from under our feet and time slows to a crawl. I felt this was a sequence that could capture that physical and emotional response that everyone knows and has experienced... And reflect what I imagine was felt at the moment it happened." 

The multi-faceted campaign combined live action and still photography for use in all mediums including broadcast, online, print and out of home applications. The production was accomplished on three simultaneous working sets in collaboration with Variable, a production partner with National Geographic Channel and regular collaborators of the Mill. Over two days the team mixed highspeed Phantom cameras, RED cameras, 8mm cameras and DSLRs to capture the entirety of the campaign.