Recast Nuclear
For Ontario Power Generation
Ontario gets over half its electricity from nuclear power, yet only 42% of climate-conscious residents view it positively. Experts see it as essential to the province’s energy future, but low energy literacy – and pop culture – haven’t helped.
From The Simpsons to Godzilla, nuclear has long been cast as the villain. So to help inform Ontarians about nuclear energy, we brought the facts to the very place it’s been misrepresented.
The Recast Nuclear campaign treated nuclear as a hero. Movie posters and trailers told its story through iconic genres. Bold cinematic imagery was designed to capture audiences while devices like movie taglines, billing blocks, critic quotes, and more were put to work educating.
The campaign gained high visibility by launching alongside major summer blockbusters like Oppenheimer and Teenage Mutant Ninja Turtles. The work saw 90% positive online sentiment, and made nuclear power clear, essential, and culturally relevant.
I was the Creative Director on this true team effort, working with Head of Creative Glen D’Souza; creatives Robin Porter, Axel Tagg, and Morgan Wroot; illustrator and motion designer Drew MacEachern; and champion clients Adam McClare and Paige Heathcote.
