PG&E
PG&E faced the lowest ratings in their hundred-year history. Their 84 counts of manslaughter, bankruptcy, and price hikes caused their progress messaging to fall on deaf ears (and middle fingers). I brought an unconventional idea to the pitch.
Stop telling your story and let your customers tell theirs.
We won the $13M business on that idea and spent the next two years giving customers the mic. By 2026, PG&E reported a six point lift in brand trust (largest in company history) and won PR Week’s Best Corporate Branding.
Broadcast
Agency: Duncan Channon / CD: MJ Deery / ECD: Parker Channon / Art: Jen Kellogg, Mike Lemme, Shannon Burns, Jessica Wyatt
Newspaper + Magazine Ads
Social Series
In our social series, coworkers E-Man and Jeramy put their charm offensive to work as they respond to Reddit complaints.
Paid Social Ads
With a mix of photography and graphic Q&A cards, we reflected customers’ most frequently expressed concerns. In every asset, we always led with the customer, reinforcing PG&E’s commitment to listening.
AI campaign concept
To prepare for PG&E’s next campaign, we used Midjourney, Runway, and Higgsfield, along with existing footage, to create a proof of concept. The concept was built around leveraging the front line workers, the heart and soul of the operation, to rebuild the public’s trust. We turned the lens from the corner office to the front lines to highlight the men and women working day and night, in all kinds of weather, and at dizzying heights, to serve the company’s 16 million customers. Using AI helped us provide video and other campaign assets that projected our client’s brand evolution.
