This 'Sesame Street'-Style Counting Video Has a Chilling Final Message

Director Matt Bieler Was Inspired by a '70s Classic to Create PSA Against Gun Violence

By Alexandra Jardine. Published on Sep 12, 2017

Editor's Pick

When making a chilling new PSA highlighting gun violence, director Matt Bieler, of Reset, was inspired by a song many '70s kids will remember from their childhood, the Sesame Street counting to twelve pinball video.

Bieler's "Count to Ten" video, currently a Vimeo staff pick, is styled exactly like a film designed to teach kids how to count to 10, using the voices of kids and visualizations of numbers we see in our everyday lives, for example on bank notes, phones, road signs or playing cards. However, as the music speeds up it gradually takes a grisly turn as images of blood, guns and crime scenes are intermingled with the innocent numbers.

The film actually highlights how ten children (ages 0-17) were killed or injured every day in 2016 by a gun in the United States, according to stats on

Bieler tells Creativity: "Everyday I read of deaths across the United States by a gun, the stories and statistics are overwhelming and the numbers continue to climb. The goal for everyone involved in this project is to stop those numbers from increasing, so we created a sing-along film that informs families of the alarming fact that 10 children are killed or harmed everyday by a gun, as sung by the voice of the children this statistics affects. By informing the viewer through song and everyday numeric imagery of this real life horror we in turn hope it inspires families to take action against gun violence and possibly save a life."

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Sep 12, 2017
Matt Bieler
Matt Bieler
Director of Photography:
Matt Bieler
Production Company:
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Chris Newlin
Matt Bieler
Chris Newlin
Production Design:
Jason Hougaard
Matt Bieler
Santiago Padilla

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