Agency:


Grey San Francisco.


Campaign:


Move Stage Home.


Client:
 Reliant Energy


My Title:


Associate Creative Director – Digital.


My Role:
Core member of the five-director campaign ideation team.
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I concepted, boarded, developed, and presented all online ads with the support of a copywriter, and direct report designer, with final approval from the ECD* & CD.* As well, I advised on media buys and approved ad unit integration. I had on-set content requirements for digital as part of the shot list. I was accountable for all digital deliverables – a new product/service at this traditional shop.

Optional reading Info:
Set up:


I was hired to lead and build Grey's online advertising capability. I was responsible for the digital side of each campaign. The custom at Grey was to present big campaign concepts initially as TV spots – Reliant Energy (Client) was familiar with this approach. Winning directions moved into phase two, integrating online creative and look & feel refinement. This task was a shared effort between the ECD, two CDs, myself, and the TV ACD* (The campaign ideation team) – we all had a hand in bringing this campaign 
to fruition.


ECD** Executive Creative Director (The big boss)
CD** Creative Director (The day-to-day boss who manages everything)
ACD** Associate Creative Director. (The CD's right-hand man/woman does all the hands-on heavy lifting).