NRG Flexible Demand Campaign
As Senior Creative Director, I led the development of NRG’s Flexible Demand Campaign, translating a highly technical energy concept into an approachable, business-focused story. My role included shaping the creative strategy, directing design execution, and guiding cross-channel assets — from white paper and cheat sheet to paid media and video. Collaborating with marketing and strategy partners, I ensured the campaign balanced education, lead generation, and brand elevation, positioning NRG as a leader in next-generation energy solutions.
Overview: A B2B thought-leadership campaign designed to introduce NRG’s Flexible Demand solution to commercial and industrial audiences.
Role: Directed campaign strategy, creative design, and cross-channel execution.
Challenge: Simplify a complex, technical concept (demand flexibility) into compelling narratives that resonate with business decision-makers.
Solution: Developed a cohesive suite of content — white paper, cheat sheet, landing page, digital ads, and a 20-second video — to educate, engage, and convert leads.
Outcome: Generated measurable engagement through content downloads and lead capture, while reinforcing NRG’s authority in energy innovation and “Demand Response 2.0.”
Role: Directed campaign strategy, creative design, and cross-channel execution.
Challenge: Simplify a complex, technical concept (demand flexibility) into compelling narratives that resonate with business decision-makers.
Solution: Developed a cohesive suite of content — white paper, cheat sheet, landing page, digital ads, and a 20-second video — to educate, engage, and convert leads.
Outcome: Generated measurable engagement through content downloads and lead capture, while reinforcing NRG’s authority in energy innovation and “Demand Response 2.0.”
Key Deliverables
To bring the Flexible Demand campaign to life, I directed the creation of a cohesive suite of assets designed to inform, engage, and convert. Each piece was tailored to its audience and channel, while maintaining consistency across messaging and visual identity. From in-depth thought leadership to quick-hit sales tools and high-visibility paid media, the deliverables worked together to build credibility and generate measurable business impact.
To bring the Flexible Demand campaign to life, I directed the creation of a cohesive suite of assets designed to inform, engage, and convert. Each piece was tailored to its audience and channel, while maintaining consistency across messaging and visual identity. From in-depth thought leadership to quick-hit sales tools and high-visibility paid media, the deliverables worked together to build credibility and generate measurable business impact.
White Paper
The white paper was the cornerstone of the campaign — a thought-leadership asset that introduced Flexible Demand to commercial and industrial audiences. I directed its creative strategy, design, and visual storytelling, transforming technical energy concepts into a narrative that was clear, credible, and compelling. The design approach emphasized readability and authority, combining infographics, charts, and data visualizations to illustrate complex scenarios such as shifting demand loads and real-world cost savings. To make the content actionable, the piece also included a hospital system case study that demonstrated $750K in monthly savings, grounding the strategy in measurable outcomes. This flagship deliverable not only positioned NRG as an industry leader but also served as a lead-generation tool at the center of the campaign.
The white paper was the cornerstone of the campaign — a thought-leadership asset that introduced Flexible Demand to commercial and industrial audiences. I directed its creative strategy, design, and visual storytelling, transforming technical energy concepts into a narrative that was clear, credible, and compelling. The design approach emphasized readability and authority, combining infographics, charts, and data visualizations to illustrate complex scenarios such as shifting demand loads and real-world cost savings. To make the content actionable, the piece also included a hospital system case study that demonstrated $750K in monthly savings, grounding the strategy in measurable outcomes. This flagship deliverable not only positioned NRG as an industry leader but also served as a lead-generation tool at the center of the campaign.
Cheat Sheet
To complement the white paper, I led the creation of a two-page cheat sheet — a quick-reference tool designed for facility managers and decision-makers who needed an accessible summary of Flexible Demand’s value. The design distilled the key insights of the white paper into a highly visual format, balancing iconography, diagrams, and concise messaging to deliver immediate clarity. This asset was optimized for both digital download and print, allowing sales teams to use it as a leave-behind in conversations with prospects. By aligning the cheat sheet’s look and feel with the broader campaign identity, I ensured that it reinforced NRG’s brand while serving as a practical resource for fast-paced business environments.
To complement the white paper, I led the creation of a two-page cheat sheet — a quick-reference tool designed for facility managers and decision-makers who needed an accessible summary of Flexible Demand’s value. The design distilled the key insights of the white paper into a highly visual format, balancing iconography, diagrams, and concise messaging to deliver immediate clarity. This asset was optimized for both digital download and print, allowing sales teams to use it as a leave-behind in conversations with prospects. By aligning the cheat sheet’s look and feel with the broader campaign identity, I ensured that it reinforced NRG’s brand while serving as a practical resource for fast-paced business environments.
Paid Media & Social Ads
To drive traffic and engagement, I directed the creative development of paid media and social campaigns across LinkedIn, display networks, and targeted email. The campaign featured a mix of static ads, animated units, and a 20-second video that distilled Flexible Demand into its core message: “Energy Solutions Fueled by Knowledge.” My role included art direction, messaging alignment, and ensuring brand consistency across formats. Each ad was designed to capture attention quickly and direct audiences to the gated landing page for content downloads. By combining bold visuals with clear, benefit-driven copy, the paid media strategy not only increased lead capture but also expanded NRG’s visibility as a forward-thinking partner in the energy space.
To drive traffic and engagement, I directed the creative development of paid media and social campaigns across LinkedIn, display networks, and targeted email. The campaign featured a mix of static ads, animated units, and a 20-second video that distilled Flexible Demand into its core message: “Energy Solutions Fueled by Knowledge.” My role included art direction, messaging alignment, and ensuring brand consistency across formats. Each ad was designed to capture attention quickly and direct audiences to the gated landing page for content downloads. By combining bold visuals with clear, benefit-driven copy, the paid media strategy not only increased lead capture but also expanded NRG’s visibility as a forward-thinking partner in the energy space.
