The Payback was a national awareness campaign designed to educate Americans about the benefits of the U.S. Inflation Reduction Act (IRA), the largest clean energy and cost savings investment in American history. Through a combination of storytelling, creator partnerships, experiential activations, merchandise, digital experiences, and out-of-home advertising, the campaign translated complex policy into accessible, audience-focused narratives that highlighted the real-world impact of the legislation.

The integrated campaign spanned influencer partnerships, original content production, digital activations, merchandise drops, social media, and OOH placements, creating multiple entry points for audiences to engage with the initiative and learn how the IRA could affect their lives and communities.

As Associate Creative Director and Creative Lead, I oversaw the creative development and execution of the campaign across all channels. I led multidisciplinary creative teams through concept development, production, and launch; directed multiple photo and video shoots; guided influencer and content partnerships; and collaborated closely with strategy, account, production, and client teams to ensure a cohesive campaign experience from ideation through execution.

See more at https://thepayback.us/

MY ROLE: Associate Creative Director

RESPONSIBILITIES: Team Leadership, Creative Direction, Campaign Development, Production Oversight, Integrated Marketing, Influencer Strategy