Reliant Energy: A Texas-based electricity brand that we've brought to life through a mute Armadillo, major league mascots, and the golden pipes of Matthew McConaughey.
While my primary role is on the social media team, I've had a unique opportunity to work across our teams on almost all pieces of the creative work. In addition to what you'll see here, I also help develop Reliant's CRM creative (mainly email journeys and direct mail kits). I'm more than happy to send samples of these upon request!
BROADCAST
Inspired by all the dings and jingles of today's appliances, I wrote on this 2023 broadcast spot — which we aptly titled, "Home Appliance Beat."
RADIO
Each quarter comes with an additional :30 radio buy...And, subsequently, more scripts voiced by Mr. Texas himself. Here are a few of mine!
PAID SOCIAL (ANIMATED)
Working closely with our CGI team, we made Hugo the Armadillo the star of the show. By identifying upcoming moments (ie: summer olympics) and trending topics (like the pickleball craze), we spotlighted Flextra Credits by taking our social audience into Hugo's home.
All social assets are accompanied by DCO (dynamic content optimization) captions.
PAID SOCIAL (LIVE ACTION)
In 2025 we began testing live-action content...And the numbers went off-the-charts.
By operating as a second unit on our broadcast shoots, our social team slotted in between takes to direct talent and create trend-driven content.
As a result, we exceed our video completion rate benchmark by 365%, and our brand visit rate by 246%.
PAID SOCIAL (SPONSORSHIP)
In addition to our Flextra Credits social ads, we also partner with the 160/90 team to lean into our major league partnerships to create brand awareness videos and highlight our electricity plans designed specifically for Texas sports fans.
Creative Team
Creative Directors: Derek Rundgren, Krysten Brown
Associate Creative Directors: Lynn Born, Michael Buss
Art Directors: Jenna Bixler, Veronica Chacon