Everyone knows water conservation is a justifiably hot topic in California. But residents sometimes need a reminder of how a few simple steps can make a significant impact. When California Water Service wanted a campaign to spread the message of conservation and awareness, they turned to Cinematek Creative to help tell their story. Over six days of shooting, I captured enough footage to create 20 different spots for a range of broadcast, theatrical and online uses – everything from :60 spots down to :5 signoffs and tags. The tone alternates between comedic and serious, depending on the audience and situation. But what remains consistent is the focus on telling a clear story about the importance of water conservation.