The Payback

The U.S. Energy Foundation had a problem: only American boomers knew about the savings that came with the Inflation Reduction Act. I led the creative team to develop a visual identity to speak to young voters, consisting of a layered treatment with a vibrant electric green, high flash photographic art direction, and a distorted defacement applied to the ‘bad actors.’ I led strategists and in writing and concept sessions to plan teaser activations, with a focus on localized partnerships and influencers. This campaign made 30 million digital impressions and with 10% of campaign audiences voting for their climate rights, demonstrating how an institution can mobilize young voters across the nation.

Nominated in 2024 for a Silver Anthem Award in Best Strategy