Drought Villain

OBJECTIVE: Create a multichannel campaign to motivate Californians to make small changes to their lifestyle to help conserve water.

STRATEGY: We introduce Drought as a villainous rogue against which Californians must rally to save their state. A mischievous antagonist, Drought tries to push California’s buttons by letting them know he is doing just fine as long as they continue wasting water. Luckily Drought is as easily vanquished as he is hateable: all it takes is a few adjustments that seem small, but when California is unified, these small steps make an enormous difference.


  • Performed at prior employer for a large water authority

Our Role

  • Creative direction
  • Copywriting
  • Illustration
  • Marketing strategy