Reliant Move
Agency: Grey San Francisco
Campaign: Move Stage Home
Client: Reliant Energy
Role: Associate Creative Director – Digital

My Contribution:
As the digital lead on the five-director ideation team, I helped shape the campaign from concept through execution. I was responsible for all online advertising — from idea to asset delivery. This included concepting and storyboarding ads with a copywriter and junior designer, presenting to senior leadership, and advising on media buys and integration strategy. I also coordinated on-set to ensure digital requirements were captured, and oversaw final digital delivery for what was a new product/service category at Grey.

Background Context:
I was brought in to build Grey’s digital capability and lead the online side of integrated campaigns. In this case, Reliant was used to traditional TV-first creative, so our process began with big-picture concepts pitched in spot form. Once a direction was chosen, our team of ECD, CDs, ACDs (myself included), and TV creatives collaboratively extended the campaign into digital, bringing it to life across platforms.