Problem: Nearly 1.1 billion people lack access to modern, reliable energy .
Brief: Energy is a necessity many take for granted. Let’s educate audiences about how energy poverty affects people around the world.
Idea: Rather than dwell on the negative, we chose to create a series of uplifting, animated videos about real people who saw their lives transform once they gained access to reliable energy. To avoid chest beating or false heroism, we proposed ExxonMobil stay one step removed from the storytelling. In doing so, we made energy and the accomplishments of our subjects the star of the show, not the brand.
Role: concept, associate creative director