Cal Fire Ad Campaign

A fun project from University days. How can design and advertising be used to help real issues? Circa 2017, I had recently lived in the LA area and wildfires much like today were engrained in public discourse. Many times while driving through the mountains I witnessed smokers still tossing their cigarette butts out their windows into the dry wilderness. Upon reminiscing about that experience the Habitat over Habits word play came to mind and the pieces fell into place to build a memorable and iconic piece of advertising. The lit cigarette merged with an active wildfire perfectly illustrated the copy 'Keep your habit out of our habitat.' Whether you could read the billboard or simply view the graphic the message was the same. As this project was educational, this concept is still available. If you have any interest please contact me here!

Cal Fire — Habitat Over Habits Campaign

One of my favorite conceptual projects from my university years, Habitat Over Habits explored how advertising and design can be leveraged to address real-world issues through a simple, memorable idea.

Created in 2017, the concept was inspired by my time living in the Los Angeles area, where wildfires were a constant part of public conversation. While driving through the mountains and canyons surrounding Southern California, I regularly witnessed motorists tossing cigarette butts from their vehicles into dry brush and wilderness areas. The behavior was so commonplace that it eventually sparked a simple question: How could a single image make people immediately understand the consequences of that action?

The answer emerged through the phrase “Habitat Over Habits” and the headline “Keep Your Habit Out of Our Habitat.” The visual solution transformed a lit cigarette into an active wildfire, seamlessly merging the cause and effect into a single image. Whether viewed from a distance or paired with the supporting copy, the message remained instantly recognizable: a discarded cigarette can have devastating consequences for wildlife, natural habitats, and entire communities.

The project was designed around the principle that effective public service advertising should communicate its message even without words. By combining strong visual storytelling with concise copy, the campaign aimed to create a lasting impression while encouraging personal responsibility and wildfire prevention.

Although originally developed as an educational concept project, the idea remains highly relevant today as wildfires continue to impact communities across the western United States. The concept is currently available for development and adaptation.