Campaign concept and creative direction for a global energy technology leader
The challenge
The energy grid software category was crowded with bold claims, urgency-led messaging and abstract technology visuals. GE Vernova needed to establish genuine leadership in the energy transition conversation for GridOS, their first software portfolio designed specifically for grid orchestration, without resorting to jargon or generic tech aesthetics. The challenge was to make a complex, highly technical proposition feel clear, compelling and credible to a sophisticated utilities audience.
My role
Design Director / Creative Lead
Led concept development and visual language from the ground up
Hands-on creative direction through campaign rollout
Oversaw output across paid media, organic social, CTV and web
Ensured brand consistency and quality across all delivered assets
Hands-on creative direction through campaign rollout
Oversaw output across paid media, organic social, CTV and web
Ensured brand consistency and quality across all delivered assets
The Work
The campaign centred on the concept of simplicity and momentum, showing how GridOS could help utilities navigate the complexity of decarbonisation. The visual approach used impactful imagery of renewable energy sources with a connecting line moving through a series of circles, representing unbroken power flow across the grid. Plain-speaking copy with directional metaphors kept the messaging grounded and clear.
Creative output spanned a CTV ad, paid and organic social, content and web assets, all built from a coherent visual system designed to work across formats and markets.
OUTCOME
The campaign significantly outperformed industry benchmarks across every metric. 9.6 million impressions delivered. CTR of 1.5% against a benchmark of 0.74%. 96% of target accounts reached against a benchmark of 70%. The work won Bronze at The Drum Awards for B2B 2024, recognised for simplifying complex energy transition messaging and connecting with a highly technical audience.
