Challenge: Direct a campaign that could use humor to address a serious public issue: reducing the number of non-flushable items being flushed across Sydney’s water system. Insight: Flushing the wrong things isn’t just a plumbing problem—it’s a shared behavior issue. By treating absurd habits with sincerity, the humor becomes more relatable, and the message hits harder. Execution: I directed the master TVC and a suite of social films using a deadpan, straight-faced style—allowing the ridiculousness of the situation to speak for itself without undermining the core message. Alongside the 60s and 30s brand films, I crafted a series of ‘Pledge’ videos where each character publicly commits to better flushing habits. The campaign extended into OOH and print, creating a unified and memorable education effort across multiple touchpoints.