What is the best way to demonstrate how cruel the wool industry is? When PETA tasked us with this mission, we knew we had to approach the issue directly and with an unflinching eye. So we decided the best place to spread the message was one of the most densely-populated places in America: Times Square.

When our dedicated group of improv actors donned sheep outfits to show unsuspecting passersby in Times Square just how cruel wool manufacturers can be, we were not surprised by the looks of horror and surprise we received.

We used a couple of well-placed Go Pros to get that immersive, “in-your-face” perspective, and result was this honest PSA that created the buzz PETA was looking for.