The Problem
As hurricanes become increasingly severe, residents in storm-prone areas have grown desensitized to the risks, making it harder to motivate proactive storm preparation.
The Solution
Created Seasonal Instincts, a cheeky, nature-documentary-style campaign inspired by David Attenborough that humorously observed residents' annual hurricane rituals, tapping into their natural instincts for self-preservation.
My Role as Creative Lead
Led creative concepting, copywriting and campaign execution, using humor, storytelling, and a distinctive visual approach to make hurricane preparedness more relatable, memorable, and engaging.