Energy is complex. That’s what makes it interesting.
Shaped by nuance, misinformation, and ideas that rarely translate to everyday life, it’s a category that needs creativity.
After seven years leading Ontario Power Generation and helping launch a new platform for the Nuclear Energy Institute in the U.S., I’ve built a deep belief in the power of this category.
Nuclear power generates over half of Ontario’s electricity.
But thanks to pop culture, most people picture meltdowns, mutations, and even Homer Simpson.
So Ontario Power Generation recast nuclear.
Inspired by iconic movie posters, the campaign reframed nuclear energy through familiar genres, from thrillers to superheroes, replacing fiction with fact. It extended into trailers, audio, and out-of-home, meeting audiences wherever movie culture lives.
The result: 43.7M digital impressions, over 5.5M completed video views, and national recognition for helping shift the narrative around nuclear energy. (2023)
Head of Creative: Glen D’Souza Creative Director: Kate Thorneloe Art Director: Axel Tagg, Jess Carter ACD/Copywriter: Robin Porter Copywriter: Morgan Wroot
Our nuclear advocacy work for Ontario Power Generation put us on the radar of the Nuclear Energy Institute in the U.S., leading to an invitation to pitch for the business, which we won.
The ask was simple, but ambitious: turn nuclear into a brand.
We created Nuclear Makes It Happen, a platform that reframed nuclear energy as the invisible force behind modern life. From AI and computing to transportation and infrastructure, nuclear became the thing powering what’s next.
Built from nuclear’s point of view, the idea gave the category a fresh voice and a role in culture. A simple line with expansive meaning, where “it” could be anything, and nuclear is what makes it happen. (2025)
(I don’t typically feature manifesto films, but this one earned its place. Built for internal buy-in, it captures the modern, positive spirit we wanted nuclear to embody.)
We brought the platform to life through a bold, energetic visual identity, a launch film, and a system designed to scale across social and out-of-home.
Head of Creative: Glen D’Souza ACD/Art Director: Tayler-Lee Resar-Teese ACD/Copywriter: Robin Porter