Samuel Bayer Directs PSA For Sean Penn's CORE, Underscoring Importance of COVID-19 Testing

CORE (Community Organized Relief Effort), the emergency relief nonprofit organization co-founded by Sean Penn and Ann Lee, has released a PSA that pays tribute to its volunteers, the City of Los Angeles and the L.A. Fire Department (LAFD) while reminding us that testing for COVID-19 saves lives. Directed by Samuel Bayer, known for  his lauded commercial and music video work, and narrated by Edward James Olmos, the PSA is titled “Guardians,” a reference to guardian angels, namely those on the frontlines of coronavirus testing and helping those in need.

CORE co-founder Sean Penn said, “Sam Bayer so beautifully captures the most important message of volunteerism, and we are incredibly grateful to both him and Edward James Olmos for donating their immense talents and time to create this PSA for us. Testing is more vital than ever as we work to safely reopen.”

Bayer enlisted the help of award-winning advertising creatives Mischa Meyer and Oliver Frank, who helped design the spots and write the emotional copy. Bayer has directed hundreds of genre-defying music videos for the biggest names in music, including Nirvana, The Strokes, Aerosmith, The Rolling Stones, Metallica, Green Day, David Bowie and Sheryl Crow. He has also directed commercials for Lexus, Acura, Verizon, Nike, Mountain Dew and Chrysler. His work has garnered seven MTV Video Music Awards, an Emmy Award, and a Cannes Gold Lion, among many other accolades.

“I witnessed firsthand the brave and selfless work of CORE and its volunteers and thought perhaps by documenting the anguish that Los Angeles feels right now and the hope that I saw at those testing facilities, maybe a film could touch people and help give back to CORE,” said Bayer.

CORE is working on the frontlines managing and staffing free testing sites, relieving firefighters to do their more skilled work within their communities. CORE has been operating free COVID-19 testing sites in Los Angeles in partnership with Mayor Garcetti and LAFD since March 30, and is currently managing 12 sites across California, with seven in the Los Angeles area. Having administered more than 80,000 tests, CORE has activated a team of 120 staff and over 300 volunteers. Donations are critical to continue offering testing. 

With parts of the nation beginning to reopen, testing is now even more vital to keeping people safe. Underserved populations are a significant part of the work force, and they will have greater potential exposure to carriers of COVID-19.  Until there is a vaccine, the best way to keep people safe is through extensive testing to prevent further spread of the virus.