@404.media — 67x breakout

Loading video…

Today I'm excited to announce a new company called Shepherd Safety.

@404.media

59.7K followers · usually 7.8K views a post

Views

562.2K

Likes

72.7K

Comments

1.7K

8.7K

Why it worked

The video uses satire to highlight a serious issue (surveillance and privacy concerns) in a relatable and attention-grabbing way. By presenting an extreme scenario and then revealing it as satire, it effectively engages the audience and prompts reflection on current practices.

Summary

A man announces a satirical company called Shepherd Safety, which he claims will use satellites and AI to surveil government officials. He then reveals it's a satire to highlight concerns about privacy and data collection, comparing it to how citizens are monitored.

Structure

1Introduction of Shepherd Safety and its surveillance capabilities
2Explanation of data collection methods
3Comparison to existing surveillance systems (Flock)
4Invitation for local businesses to join the network
5Addressing concerns about invasiveness and abuse
6Revelation of the plan as satire and a critique of surveillance

Product placement

Shepherd Safety: ACTS - it is a new company that launches satellites to watch over Casa Grande day and night, and its AI will monitor government officials. Removing it would change what happens in the video. Flock cameras: APPEARS - they are mentioned as a system the city uses to monitor citizens. Removing it would not change what happens in the video. Flock safety capture systems: APPEARS - they are mentioned as existing systems. Removing it would not change what happens in the video.

Original caption

On July 20, Jacob Petrosky stood in front of the Casa Grande, Arizona City Council during a public comment session and made an announcement. “I've spent the last several months talking to people all over Casa Grande, and one thing keeps coming up: Safety. So, today I'm excited to announce a new company called Shepherd Safety,” he said. “Our mission is simple. Keep government officials and their families safe.” It would be no different than how the city monitors its citizens using Flock cameras, he said; he planned to launch satellites that would use AI to monitor “where government officials go, where they stop, who they meet with, and when they return home.” After laying out his plan and its benefits for the government officials before him, Petrosky revealed that it was all satire. “I would never do this to you,” he said to the council members. “Could I? Probably. But I wouldn't because it's wrong. Just like what you guys are doing to us is wrong.” Petrosky told me he never expected or intended to be the face of opposition to Flock cameras in his small town. And the clip, which has since gone viral on social media, only shows one angle of one moment that’s part of a much longer fight. Casa Grande City Council unanimously approved a 10 year, $10 million contract with Flock last year, and since then, Petrosky has spoken against the partnership several times. “You know, I'm actually a little bit embarrassed by the video. I did not feel good about it,” he told me. “The looks... You know, you don't get to see the looks on [council members’] faces. They didn't understand it was satire in the beginning until the end, and the looks on their faces were like, we hate you and we're gonna get you. They were not happy, they were very upset.” Read the article at 404media.co.