While at Bandujo Advertising + Design, I led creative for one of NYC’s boldest and most controversial public health initiatives: Pouring on the Pounds. The campaign took direct aim at sugary drinks—a deeply embedded cultural habit—with a simple but unforgettable message: soda isn’t harmless.
The challenge? Make people stop and think before they drink.
As Creative Director and Strategic Lead, I guided the team from concept to execution. I led the development of the campaign’s core message, visual strategy, and cross-channel rollout—distilling a complex health issue into one undeniable truth.
I directed creative across video, print, and transit media—working closely with the Department of Health to ensure both clarity and impact in every format.
We cut through public indifference with a visceral visual: a bottle of soda turning into pure body fat. No euphemisms. No scare tactics. Just raw, visual truth.
The strategy focused on mass reach and behavioral disruption—leveraging subways, outdoor media, and viral video to force a reappraisal of what people considered an everyday habit.
This wasn’t just a campaign—it was a wake-up call. It showed how creative clarity and visual confrontation can shift public habits and health outcomes. Years later, people still remember it. And that kind of staying power is the point.
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