Problem: People on social media see ExxonMobil as a scary, evil corporation. How do we help change this?
Brief: Create a video series explaining ExxonMobil’s work in a way that’s so simple and engaging, even an 8-year-old could understand.
Idea: The School of ExxonMobil: one part talk show, one part Mr. Wizard. A place where ExxonMobil employees explain what they do and then demonstrate their work in a hands-on activity with a kid.
Results: Metrics overwhelmingly outperformed benchmark on every platform. A 77% completion rate on Instagram and nearly 70K views on YouTube in the first few weeks.
Awards: Finalist in Best Short Form Video or Video Series | Content Marketing Awards
Role: concept, associate creative director
