Bennett Johnson, the recently showcased director in ShootOnline's 2015 class, decided to make this powerful PSA piece upon leaving California to move to New York. His observance of Californians' extreme wastefulness of the regionally scarce resource brought him to the lifeblood metaphor. https://saveourwater.com/what-you-can The PSA/short film is a unique and unsettling attempt to change people's attitudes to domestic and agricultural water use and may be necessary in a political world of PSAs, marred by interest groups shaping the face of public campaigns and literally 'watering them down.'