Electric Ideas
A commercial campaign for Indiana Michigan Power that highlighted simple, practical ways to save energy and money at home and at work
The Ask
What We Did
- Producing
- Locations
- Production
- Editorial
- Motion Graphics
- Color
- Sound Design
- Finishing
Indiana Michigan Power wanted a campaign that would make energy savings feel approachable and fun. The concept paired different personalities side by side: a bulk shopper who loves saving money and a homeowner who takes pride in saving energy. By contrasting these characters, the campaign set up a clear, playful message that you do not have to choose between the two. With Electric Ideas, you can save money and save energy at the same time. The challenge was to balance humor and relatability with the polish of a branded commercial. Each scene had to land the joke quickly while still feeling light, cinematic, and part of a cohesive campaign.
Industries
Home Services, Utility
- Commercial
- Lifestyle
Approach
We approached the campaign by leaning into character-driven humor. The idea was to show two very different personalities, one obsessed with saving money and the other focused on saving energy, and then reveal how Electric Ideas helps both succeed. The tone stayed light and fun. Performances were staged with just enough exaggeration to make the contrast playful without feeling cartoonish. Visuals were bright and polished, giving the spots a cinematic finish while keeping the message easy to follow. Editorial rhythm kept the energy up, letting each joke land quickly before moving to the next beat.
Stills
9 / 9
How it happened
PLAYFUL PERFORMANCES
The campaign relied on characters who felt familiar but still carried a touch of comedy. Casting gave us a bulk shopper who filled every frame with enthusiasm, a homeowner who sold her energy-saving habits with quick, recognizable gestures, and a meal prepper who laid out dozens of neatly prepared dishes with pride. Each performance leaned into a specific behavior that audiences could recognize instantly.
Directing these moments was about balance. We pushed just enough exaggeration to make the beats land, while keeping the delivery grounded and relatable. A flick of the lights, a satisfied glance at a massive bag of beans, or the meticulous stacking of meal containers all worked together to build charm. The humor came from recognition rather than parody, which gave the spots replay value and made the message stick.
MOTION GRAPHICS
We used motion graphics to widen the scope of the campaign beyond the characters on screen. Each character represented a single way to save money or energy, but graphics made it clear they were only part of a much bigger picture. Animated elements highlighted other practical tips and solutions, reminding the audience that there are many approaches to saving.
The graphics were designed to feel polished yet playful, matching the lighthearted tone of the performances. They carried the brand message forward without slowing down the pace of the spot. By pairing live action with motion design, the campaign showed that Electric Ideas is a broad resource, not just a single behavior or personality.
