Role: Senior Creative Strategist

Project Type: Branding | Design | Art Direction | Copywriting

In San Antonio, flash flooding is unpredictable, fast-moving, and often underestimated. Floods Don’t Care was developed as a bold, behavior-shifting awareness campaign designed to cut through that complacency. The work reframes flooding as indifferent to daily routines, whether you’re heading to work, driving a truck, or trying to stay on schedule, making the risk feel immediate and personal.

The campaign directs audiences to BexarFlood.org, a real-time flood monitoring tool that empowers residents to make safer decisions by viewing active flood conditions and road closures across Bexar County. By pairing stark, cinematic visuals with direct, human-centered messaging, the campaign bridges the gap between awareness and action, encouraging users to check conditions before they encounter danger.

As Creative Strategist, I led the campaign concept and messaging, creating a platform that blends emotional impact with behavioral awareness. I aligned the narrative with real user behavior to ensure the work didn’t just capture attention, but drove meaningful engagement with the tool.