El Paso Electric
Copywriting / Transcreation
Let’s be real: a utility’s clean energy promises can feel far-off when the deadlines are decades away. In 2023, El Paso Electric set out to bring those goals closer to home: 80% carbon-free by 2035 and fully carbon-free by 2045.
The challenge was to make those big promises feel real in people’s day-to-day lives. Our approach was to strip away the corporate buzzwords and keep the message simple, direct, and concrete.
We showed what progress already looks like: more solar power generation in the region, state-of-the art generators that save water, and investments that make our grid stronger.
By framing a cleaner future as something already taking shape, the campaign helped people see the utility’s goals not as abstract targets but as real life changes they could recognize in their own community.
Copywriting / Transcreation / Concept
Warning about scams can sound like scolding, especially when it’s coming from a utility. And once it does, you risk having the audience tune out before the first sentence is over. At the same time, scam attempts were climbing, and El Paso Electric needed a way to make people actually pay attention.
That set up the real challenge: how do you get people to wise up to ever-evolving scam tactics without putting them to sleep? Our answer was to flip the script. Instead of just another PSA, we took things to the stage (literally) and framed our messaging around a game show, where the only wrong answer is falling for the scam.
By shifting from finger-wagging to playfulness, we made scam awareness into something people actually wanted to watch.
Art Director: JC Hernandez
Creative Director: Mike Matthews
Legit or Scam
