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ALMA Launches Short Doc on First 3D-Printed Activist Against Gun Violence



“Change the Ref” captures the journey of 3D-Printed Joaquin Oliver, killed in the Parkland shooting

ALMA Launches Short Doc on First 3D-Printed Activist Against Gun Violence

When 17-year-old Joaquin “Guac” Oliver was gunned down at Marjory Stoneman Douglas on Valentine’s Day, his family lost their heart. But it didn’t take long for the close-knit Olivers to turn their loss into a call for action.

With the help of Miami-based ALMA Advertising Agency, the grieving family transformed their son’s murder into a national effort to establish better gun laws -- using the same 3D printing tech churning out guns across the country.

And so, just a few months after the shooting, a life-sized “Guac” stood in Times Square in the clothes he wore the day he died – skinny jeans, T-shirt, a knit hat, cross necklace.

“Change the Ref: 3D Activist” documentary captures the creation of the world’s first 3D-printed activist, precisely modeled on Joaquin Oliver, as he travels from New York to South Africa, and to the steps of Congress in Washington D.C., to highlight the dangers of the lawful online distribution of 3D gun blueprints. With 3D printers, getting a gun can be as easy as downloading it.

“These dangerous devices can be made on demand, can bypass security checkpoints undetected, and have no serial number, thus making the guns untraceable,” explains Manuel Oliver, Joaquin’s father, and founder of the Change the Ref organization bringing the project to life with the help of ALMA and Brooklyn 3D-printing company Voodoo Manufacturing.

Helping young people like Guac get politically active was one of the goals. Using the same tool that prints these firearms, the statue is a life-sized printed replica of Joaquin holding a flower – a touching nod to the bouquet he was holding which was a Valentine’s Day gift for his girlfriend. The statue wears a pin, which can be scanned from any smartphone and leads to a site collecting petition signatures to demand regulation on 3D guns. The activation also encouraged visitors to sign up to vote ahead of the November 6th midterm elections and fight to get rid of over 30 pieces of legislation against gun control.

“Storytelling is the center of all effective campaigns and there are few stories more powerful than this one,” says Alma’s CCO/co-president, Alvar Suñol. “We were so honored to help the Olivers tell Guac’s story and worked hard to be true to him and to all the families fighting this battle.”

Guac and his father Manuel will be traveling next to the Cannes Lions Festival on Friday, June 21st where the documentary will be featured followed by a Q&A moderated by Alma’s CEO Luis Miguel Messianu.

You can follow the work of Joaquin’s parents, Manuel and Patricia Oliver, through their foundation at



Luis Miguel Messianu, Creative Chairman/Ceo

Alvar Sunol, Co-President/Chief Creative Officer

Michelle Headley, Svp/Operations

Iu La Lueta, Executive Creative Director/Content

Monica Marulanda, Executive Creative Director

Virgilio Flores, Creative Director

Jonathan Garcia, Associate Creative Director

Humberto Maldonado, Senior Copywriter

Jay Rivera, Executive Producer

Victoria Marichal, Producer

Marinet Quinones, Sr. Business Affairs Manager

Katia Quinones, Senior Creative Manager

Tatiana Seijas, Communications Manager

Elizabeth Vidal, Communications Coordinator

Ana Banos, Supervisor Senior Translator/Proofreader

Clara M. Lyzniak – Translator/Proofreader

George Rabel – Translator/Proofreader

Alma Post

Yeyo Marquez, Studio Executive Producer

Jennifer O. Eirea, Studio Senior Producer

Tim Downing, Senior Editor

Pablo Colella, Senior Editor

David Becerra, Editor/Conform/Gfx


Alberto Farinas, Executive Producer

Raul Garcia, Audio Engineer

Alex Mor, Composer

Voodoo Manufacturing

Erick Casanova, Customer Relations

Alex Ayers, Project Manager

Michael Ruddy, Project Manager

Max Friefeld, Founder

Kevin Falloon, 3d Technician

Zachary Britt, 3d Technician


Rob Stanton Cook, Director

Elliot Lucas, Executive Producer

Pablo Pytlowany, Local Producer

Billy Pena, Director Of Photography 

Matt Van Asche, Production Manager

Albert Gelabert, Assistant Camera Operator

Ricky Méndez, Production Assistant

Tony Font Jr, General & Electric

Mike Harvey, Sound Operator

Additional Vendors

Claudio Napolitano, Photographer

Esteban Slaibe (Custom Image), 3D Animator

Joseph Dibono, Unique Imaging Printing

Washington Crew

Umit Gulsen, Director Of Photography

Gregory Breazaela, Sound Operator

Eli Swenson, Production Assistant

Parkland Crew (Mu2 Productions)

Jonathan Delgado, Camera Operator

Mauricio Paiz, Sound Operator

Rodrigo Londoño, Production Assistant

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Genres: Dialogue, Documentary, People, Storytelling

Categories: Safety, Corporate, Social and PSAs

Alma, Fri, 08 Mar 2019 11:22:46 GMT