Unlike many places globally, the power grid here in Ontario is robust, reliable, stable, green infused and often taken for granted.

Because Ontario Power Generation is a big scary utility, I liked the idea of making them feel smaller and less intimidating by making the ads feel homemade and humble. 

These videos simply reminded people how nice it is when things work, and how dark it would be, if they didn’t.


And then we made these little short mimimalist ads to further drive home the point.