For most Massachusetts households, energy is something that happens to you — bills arrive, usage spikes, and you never quite know why. For lower-income families, that uncertainty isn't just frustrating. It's stressful. National Grid's newly rolled-out smart meters changed that equation, giving people real-time visibility into their usage for the first time. Our job was to make that feel less like a utility upgrade and more like something that actually hands control back to the people who need it most.

As Junior Art Director at FuseIdeas, I designed multi-channel campaign assets across social, OOH, and digital — translating a technical product into warm, human creative that resonated with real communities. I directed social content for Instagram, Facebook, and LinkedIn, adapted visuals across billboard and transit formats for the Massachusetts market, and produced motion assets in After Effects. A core challenge was keeping National Grid's strict brand standards while making the work feel approachable rather than corporate.

The campaign drove 75% engagement growth across social channels.

Tools: Photoshop, Illustrator, After Effects, InDesign