Clean energy lives here

Massachusetts is a national leader in climate policy, but meeting its ambitious goals depends on widespread adoption of clean energy technologies. Many residents, however, view clean energy as expensive, confusing, or simply “not for people like them.” Incentives and rebates often go unused, and awareness remains low—especially among non-English-speaking and underserved communities.

I partnered with the Clean Energy Lives Here initiative to shift that perception and drive large-scale public engagement through an inclusive, statewide campaign that positioned clean energy as achievable, rewarding, and relevant to everyone in the Commonwealth.

Key Tactics:

Human-Centered Creative: Showcased real Massachusetts families experiencing the tangible benefits of clean energy—lower energy bills, greater comfort, and a sense of pride in contributing to a cleaner future.

Customer Testimonials: To build trust and show the real-world impact of clean energy technologies, I directed, concepted, and produced a series of customer testimonial videos spotlighting Massachusetts residents who had adopted solutions like solar panels, heat pumps, and EV chargers. Each story was crafted to feel authentic and relatable, capturing both emotional resonance and practical benefits. The series was featured across digital platforms and campaign channels, helping demystify clean energy and inspire broader adoption through the voices of everyday people..

High-Visibility Creative: Deployed over 30 custom-designed placements—digital and static—that surrounded commuters with practical ways to reduce their carbon footprint, including solar programs, heat pump rebates, and EV charging infrastructure.

Action-Oriented Messaging: Focused on tangible solutions rather than abstract climate language, making clean energy feel immediate, useful, and relevant to Massachusetts residents.