A Rig Problem for The Planet
Californians have rallied against power outages for the past three years, but one energy-guzzling group remains unchecked.
I got to tame AI algorithms, recreate high-spec game visuals, and write niche, immersive copy that struck a chord with gamers.
Client: Energy Upgrade California
Agency: adam&eveDDB
Role: Art Direction, Design and Copywriting
ECD: Ben Wolan
Creative Team: Jo Cresswell, Oskar Trinitis, Beatrice Ferro, and Madhusri Suresh.
AFK Website
Campaign Elements
To resonate with gamers, we needed to enter their world. We started by speaking their language, which included NOT translating acronyms or explaining terminology to anyone outside the audience. Because if you know, you know. We showed up in the 2023 Valorant Champions, the Playstation online store, and on in-game billboards where we could engage with gamers on their turf.
Getting the word out.
Influencers play a huge part in this industry so we leveraged them to help us spread our message.
PSA Videos
Instagram Live and Reels
Twitch Livestream
We enlisted California-based gaming influencers to lead by example and do something unexpected. They put down their controllers and live-streamed a low-energy activity, garnering over 25 million impressions. These live-streams were masterfully threaded with talking points about Flex Alert, making for a dynamic and exciting campaign that fell outside of the “norm” for many audiences.
All illustrations created by Midjourney and DALL·E