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

First, we needed to get to know this community that associates very strongly with their city. Then, 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.

I concepted these assets.

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

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.