Approach
This campaign focuses on the importance of water conservation and how to best handle landscape management in a way that fits the local San Antonio ecosystem. Client needed a concept that addressed water waste without coming across as too harsh or scolding, so I decided to lean into using a wording that is commonly understood but not commonly used in day-to-day conversation. Combined with traditional western visual elements this created a "Texas friendly" tone that allowed the communication of a inherently restrictive call to action without evoking an immediate defensive reaction from the audience.
In this campaign I was responsible for: concept development, client pitches, creative direction, and all creative executions.
Approach
Dispelling commonly held ideas can be tough, but sometimes you just need the hard truth; and in this case we go right to the source. With this campaign I wanted to take a deep look into the behind-the-scenes of sewer process and reveal the true culprits of common sewer issues. Sewer pipes are out of sight and often out of mind despite being something used every day, so it was important to show problem materials and their down the line effects.
In this campaign I was responsible for: concept development, client pitches, creative direction, and all creative executions.
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