USAgain PSA

Introduction

A 30-second PSA — scripted, voiced, scored, and art directed end to end. Made in my motion media class using After Effects, this project asked for a 30-second public service announcement for a non-profit. I art directed it completely — writing the script, casting the voice-over, and choosing the music.

Introduction

Challenges

Every year, mountains of usable clothing are thrown away without a second glance.

I chose USAgain, a green non-profit that cuts textile waste through thousands of convenient recycling locations across the US. Putting those textiles back into use conserves natural resources, prevents greenhouse gas emissions, and saves landfill space. The challenge was making people feel all of that in just 30 seconds.

Final thoughts

So I told the story from the clothes' point of view.

Personification became the hook — how would a piece of clothing feel, brought home and discarded without a second glance? A teenage girl's voice carried it, aimed at the women and girls who shop most. The goal: empower them to donate their old textiles and keep them in the cycle.