Challenge: Most people are unaware that wildfires increase the risk of flooding, as burned landscapes can’t absorb heavy rain. With flood insurance coverage already low nationwide, our challenge was to raise awareness of this hidden danger and drive action. Since people often prioritize immediate concerns over future risks, we leveraged the power of emotion—specifically pride—to encourage proactive decision-making.

Solution: Working with behavioral and data scientists at FEMA and our partner, Deloitte, we created an advanced market segmentation study that enabled us to target the key markets we needed to connect with based on flood risk, product penetration, and household income levels.

My Role: I helped lead art direction for the Flood After Fire (FAF) campaign, shaping the storytelling approach, creating watercolor illustrations, designing type treatments, and guiding animation style. I created the motion in After Effects and adapted it for HTML banners in Google Web Developer. Working closely with the creative director and copywriters, we ensured strong, cohesive messaging throughout.