Public Service Announcement (PSA) "Your Attention Can Change Their World"
- 洪琳 郑
- Jun 24, 2025
- 1 min read
Date｜2024.11
Role｜Director & Concept Designer / Cinematographer / Narrative Developer / Post-production
Brief｜Project Overview
“Your Attention Can Change Their World” is a public service advertisement focusing on the deaf and mute community. Through powerful visual metaphors and a silent narrative structure, the film invites the audience into a world of "stillness," allowing them to experience the loneliness and sense of invisibility faced by this group in a sound-dominated society.
In this project, I was responsible for overall directing, visual language design, and sound-based narrative development. By utilizing fragmented perspectives and silhouette storytelling, the film aims to evoke public empathy and foster genuine attention toward the silent community.
Creative Features
Non-verbal storytelling: The entire film is almost completely devoid of spoken dialogue, relying instead on detailed visual cues and layered sound design to convey emotion.
Emotion-driven editing rhythm: The pacing of the edits reflects the internal emotional rhythm of deaf individuals, enhancing viewer resonance.
Sound as narrative: Elements such as ringing ears, low-frequency vibrations, and intentional silence serve as core narrative tools, propelling the story forward through auditory impact.
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