The Payback

The U.S. Energy Foundation had a problem: only American boomers understood the financial savings within the Inflation Reduction Act. To mobilize younger voters—especially Gen Z and Millennials—we created a campaign that made climate savings autonomy worth defending.

As creative lead, I developed the visual identity and art direction: a modular system built around an electric palette, guerrilla sticker language, high-flash photographic styling, and layered defacement treatments targeting political 'bad actors.' These bold elements brought urgency and edge to an otherwise utilitarian space of previous IRA awareness ads.

I also co-led creative strategy sessions to concept teaser activations and tactics to support a phased, long-term campaign to reach different audience groups. The art direction and typographic framework enabled rapid adaptation across outdoor, website, video, activations, and social formats—serving as the backbone for the full campaign rollout, executed by the creative team. This effort generated 30M+ digital impressions, 10% of campaign viewers went on to vote on climate rights, and a 2024 Silver Webby Anthem Award nominee for Best Strategy, Silver Pollies Award, and nomination for The Drum Awards.

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