I created a vertical video for Kentuckians for the Commonwealth’s “We’ve Got the Power” campaign to amplify voices of people opposing natural gas plant expansions and energy rate hikes.
The subject matter (energy policy, rate hikes, regulation boards) can feel abstract and distant.
Many people don’t see how their voice makes a difference.
Campaigns often have lots of technical and legal content but less emotional story or personal experience, making it harder to connect.
The vertical mobile and social format demands short attention spans, so messaging has to be concise, clear, and immediately engaging.
I produced a vertical video built around community testimonials, with real people sharing how energy issues affect them to humanize the policy impacts.
Integrated the campaign’s visual branding so the video felt consistent with KFTC’s identity, reinforcing trust and recognition.
Focused the messaging on clear calls to action, especially encouraging submissions to the state energy regulation board, so that the video was not just informational but mobilizing.
Optimized for mobile and social platforms by pacing visuals and audio to match how people consume vertical video: fast, emotional, and visually engaging.
The video supported KFTC’s “We’ve Got the Power” campaign by increasing public awareness and prompting an unprecedented number of comments submitted to the regulation board.
It helped shift the narrative from policy abstraction to personal urgency and motivated people to take action.
