Pacific Gas & Electric (PG&E)

Led creative strategy for PG&E's multi-touch enrollment campaign, making the shift to paperless billing feel simple and meaningful for customers. The campaign featured a tree-planting incentive that connected environmental impact to individual action—generating over 33,000 enrollments in eight weeks and becoming one of PG&E's most successful initiatives. The work balanced immediate conversion goals with longer-term behavior change, resulting in sustained enrollment growth (now over 30% of customers) and reinforcing PG&E's commitment to sustainability.