The rapid use of smartphones and the internet in the modern era has brought significant impacts, especially in the spread of animal abuse content. In 2021, there were 5,480 animal abuse contents spread around the world, with 1,626 contents coming from Indonesia. The Art Director's role as the supervisor and director of art and visual elements in various creative projects, including public service announcements, is crucial. Art Directors are responsible for ensuring the aesthetic and creative vision of a project is in line with the objectives and target audience. This research aims to explain the importance of concept preparation in the creation of public service advertisements to readers or audiences. The general benefit of this study is to increase public understanding of the role of the Art Director as the conceptualizer behind public service advertisements. This study focuses on a public service announcement titled "Stop Animal Torture as a Means of Entertainment," which aims to remind people about the human rights of animals. Considering that Indonesia is the world's top producer of animal torture content, this ad calls for improving this bad data as it highlights the importance of the issue. With around 1,600 animal abuse content originating from Indonesia out of a total of 5,480 global content, this ad is an effort to reduce the negative impact on living beings and raise awareness of the issue.
