Face Your Dragon

Crafted with purpose

Gig Line partnered with the VA Office of Suicide Prevention and the Defense Suicide Prevention Office to produce FACE YOUR DRAGON, a powerful PSA for the Keep It Secure campaign focused on preventing Veteran suicide through secure firearm storage. Launched on September 1, 2025, the piece features an all-Veteran cast and crew, bringing lived experience to the screen with authenticity, courage, and hope.

Starring USMC Veteran Rudy Reyes

Starring U.S. Marine Corps Recon Veteran Rudy Reyes—host of Special Forces: World’s Toughest Test and star of HBO’s Generation Kill—the PSA uses a symbolic dragon to represent the unseen battles Veterans face after service. Reyes’ on-screen confrontation with the "monster" embodies the internal struggles that can follow military life. The message reminds audiences that courage isn’t found only on the battlefield—it’s also in taking steps to stay secure, like locking up a firearm to create time and space between a Veteran in crisis and a lethal means.

A Story Only Veterans Could Tell

Authenticity From Every Angle

Gig Line brought together a team of Veteran storytellers on both sides of the camera to ensure the message reflected lived experience. Working alongside director Ryan Curtis (U.S. Army Veteran) and executive producers Chase Millsap (USMC and U.S. Army Veteran) and Mark Harper (U.S. Air Force Veteran), the production featured more than 30 Veterans from all branches and eras, many who have been personally touched by suicide and desire to make a difference.

Production & Outreach

We produced the PSA in Los Angeles in 15-, 30-, and 60-second versions and distributed it across broadcast, CTV, OTT, programmatic, and social platforms. As the centerpiece of VA’s Keep It Secure campaign, we led the full creative development—from campaign strategy and messaging to the redesign of KeepItSecure.net(opens in a new tab)—to ensure one consistent, Veteran-centered voice.

Our media plan balanced national reach with targeted distribution based on geography, viewing behavior, and engagement trends within the Veteran community. We optimized creative across platforms and worked with community partners and Veteran organizations to extend the message beyond paid media and into local outreach.

Impact That Matters

Strategic media targeting and strong creative performance helped FACE YOUR DRAGON exceed every major KPI. The PSA delivered millions of bonus impressions at no added cost and quickly became VA’s most-viewed video on YouTube. Veteran audiences responded with high engagement and positive sentiment, reinforcing that authenticity and respect remain the foundation for effective communication.