SCAD Pro: .RISE
Georgia Power tasked creative teams with a high-intensity challenge: in just 48 hours, we had to create a campaign that reflected the company’s core values while also showcasing the full range of services they provide beyond electricity. Our goal was to turn those values into something customers could not just see, but feel and interact with.
Client
Georgia Power
Category
Art Direction // Strategy
Our team built the campaign around a single, powerful acronym: RISE — standing for Reliability, Innovation, Social Justice, and Environment - Georgia Power's values. To visually and conceptually ground the campaign, we introduced a period before the word: “.RISE”. That small punctuation mark became a symbol — representing Georgia Power’s steady presence even after everything else stops. We explored the symbolism of that dot in our visuals, reimagining it as the sun, a raindrop, a hard hat, and a thermostat.
Our idea came to life through interactive OOH experiences powered by AR. Each week, one new letter from “RISE” would appear in public — large, physical installations placed in busy, high-footfall areas. Passersby could use their phones to scan the letters, activating an AR avatar who shared short, informative messages about Georgia Power’s work in that particular pillar. This staggered reveal built intrigue — keeping the company’s identity a mystery until the final letter appeared. Then, users were guided to a website to explore deeper insights into Georgia Power’s initiatives.
The challenge wasn’t just about visual design or messaging — it was about meaningfully engaging a broad and diverse audience with complex values, under tight time constraints. We needed to create a campaign that could spark curiosity, hold attention, and make Georgia Power’s values tangible — all without relying on their name or logo upfront.
By combining narrative suspense with accessible technology, we created a campaign that invited people to physically and emotionally interact with the brand. The use of AR gave each letter a voice, turning abstract values into lived experiences. The campaign would conclude with a celebratory drone light show — a symbol of the brand’s energy and vision for the future. Out of eight teams, our work earned 3rd place.
