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. From there, he knew he had to make something as a leaving present to the state that had become his adopted home. Having cold-called and been turned down by Greenpeace, The Sierra Club, Save our Water, Save the Drop LA and many other charities to collaborate on the project, he decided to make it off his own back through his own production company BJ Films. He only managed to get it done only with the support of many talented collaborators, with whom the message of the PSA also resonated. 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.'