FPL: Business Energy Manager

Florida Power & Light (FPL) is responsible for keeping the lights and utilities running for millions of households. Once COVID-19 began affecting businesses, FPL partnered with our video production company to market their Business Energy Manager, a tool meant to help business managers see where they can reduce costs on energy.

To create our campaign, we talked to business owners in South Florida across several industries to discover how COVID-19 has impacted their business and how FPL Business Energy Manager helps them save money during a time where that’s such a priority.

We could have been very straightforward here, outlining the pain point that FPL Business Energy Manager solves for business owners.

However, the truth is, we have all been impacted by the pandemic. Every single viewer has felt a direct impact, so our sense of community can really come into play here. We decided to tell individual stories that, together, would lift business owners up and show that we are all in this together.

To accomplish our goal, we wanted personal stories to drive the emotions and the meaning behind using the product, so the questions we asked had to veer away from the technical and towards the emotional.

Of equal importance , our b-roll needed to lean cinematic versus editorial, so we employed a handheld camera to get tight shots and a shallow depth-of-field to achieve that realistic energy we were after.

In a form of art imitating life, we were challenged by figuring out the best way to shoot safely while in the middle of a pandemic. We enacted our strict COVID-19 protocols and complied with any and all regulations. Talent and crew members were screened and all wore masks during production.

For FPL and their agency of record CCOM, we delivered a package of several 60-second broadcast spots, more 30-second spots centered around different businesses, and six 15-second spots (one for each business we visited).

These were broadcast in high-profile media buys in Florida, including the Macy’s Thanksgiving Day Parade and during NFL games.

Artex – our Los Angeles-based video production company – was responsible for treatment and style, pre-production, logistics and production for this project.

We continue to partner with CCOM and FPL to tell Florida-specific stories and get the word out about how FPL is so much more to the community than just a utility company.