After coming up with multiple different problems and ideas for a PSA, I eventually landed on a cute "pencil and pencil sharpener" metaphor for a message about sleeplessness. I quickly made a sketch and immediately fell in love with the potential this idea had to be a fun video.

Afterwards, I created some rough 3D renders for what the hero frame and call-to-action might look like. Once I received feedback on these images, I got to work on storyboarding and animating the video.