Led design, strategy, and art direction for a behavior-change campaign aimed at reducing litter across San Antonio waterways. 

Launched during Fiesta 2025, the campaign embraced a bold, culturally tuned voice and featured playful, disruptive headlines like “Don’t be a lazy bass!” and “Don’t be an ugly duckling!” to capture attention and drive action.  

Developed a cohesive visual and messaging system deployed across digital, outdoor, and on-site touchpoints, transforming a civic issue into a memorable, story-driven campaign. The work reflects a balance of humor, clarity, and cultural relevance and was designed to connect quickly with audiences and inspire real-world behavior change. Originally launched as a seasonal effort, the campaign has since evolved into an evergreen platform, reintroduced for the 2026 Fiesta season.