Client: FortisBC
Role: Creative Direction, Concept Development, Campaign Leadership
Scope: Corporate Positioning Campaign, Broadcast Advertising, Integrated Communications
Role: Creative Direction, Concept Development, Campaign Leadership
Scope: Corporate Positioning Campaign, Broadcast Advertising, Integrated Communications
As British Columbia's energy landscape evolved, FortisBC sought to strengthen public understanding of its role as an innovative and responsible energy provider. While specific campaign themes evolved over time, the broader objective remained consistent: to build positive associations with the FortisBC brand and communicate the company's commitment to customers, communities, and British Columbia's lower-carbon energy future.
These campaigns were developed using a video-first strategy, with 30-second television commercials serving as the primary storytelling vehicle and receiving the largest share of the media investment. For emotionally driven brand-positioning work, we believed video provided the most effective way to connect with audiences and communicate messages that extended beyond products and services. Working closely with internal creative teams and our production partner, Media Button, we developed a series of campaigns that combined compelling storytelling, strong visual execution, and authentic British Columbia imagery to bring the FortisBC brand to life.
As a major contributor throughout the concept development and creative process, I worked alongside writers, designers, communication specialists, and production partners to help shape campaign ideas from initial strategy through production and execution. The resulting campaigns were deployed across broadcast, digital, and supporting media channels, helping reinforce FortisBC's reputation as a trusted energy provider while supporting broader corporate objectives. Market research consistently demonstrated strong performance and contributed valuable insight into how customers perceived the brand.
Additional Contributors
Art Direction: Brendan Peterson
Writing & Research: Lucs Beddington
Video Production: Media Button