This high impact music video was designed as an urgent wake up call to spotlight public apathy towards mountain lions. As one of America’s few apex predators, they should be revered, not feared, as popular media portrays. The video challenges us to consider and respect the wild animals around us as we–and they– go about our daily lives. WE have become disconnected from nature. WE are causing the decline in Puma populations, and with them goes a healthy ecosystem, which WE also need for our own survival. Some people care. Most people don’t. How can we turn this thing around?