Working with independent agency Pastilla in Pasadena, CA, we launched the strategy and vision for the city's first-ever integrated water conservation campaign.

As someone who cares deeply about our planet, this was an honor and obligation. First, we needed to get to know this community that associates very strongly with their city. Then, we needed to understand their values.

Lastly and carefully, we needed to consider contradictions: like a population that considers themselves eco-friendly, yet spends 60% of their water on lawns and landscaping. Enter water motifs, simple educational moments, and city pride.

Agency: Pastilla / Art Director: Youna Lee (Jang) / Project Manager: Alberto Alvarado / CD: Rudy Manning

For Pasadena Water and Power, a square image that reads "The Ripple Effect" with a blue water drop.
For Pasadena Water and Power, a square image that reads "The Ripple Effect" with a blue water drop.