Agency: Grey San Francisco
Campaign: The Power In Your Hands
Client: NRG
Role: Associate Creative Director – Digital

My Contribution:
As the digital lead on this five-person campaign ideation team, I was once again responsible for all things digital — from concept to execution. Grey’s process began with big TV spot concepts, and it was understood that the success of the digital execution would depend on securing a specific animator with the rare Flash skills needed to bring the ‘hands’ concept to life. I sourced, hired, and led that talent, ensuring we could deliver the idea as intended. Every piece of digital creative passed through my hands — quite literally.

Background Context:

This campaign introduced NRG, Reliant’s parent company, to the Philadelphia market. It needed to feel fresh but credible — new, but not risky. We leaned into human imagery and nature-forward visuals, projecting a clean energy ethos. The ECD knew the success of this phase hinged on the digital execution — and trusted me to lead that effort end-to-end.