Digital Campaign
Fuel Science
Challenge: Help ExxonMobil engage the public on two fronts: establish the brand as a leader in science, technology, and energy innovation, and create interactive digital experiences that connected consumers directly with the brand's products and values.
Insight: People are often surprised to hear that the oil industry is technology driven and a top employer of scientists.
Solution: "Go With Clean" brought the brand to consumers directly through an interactive photo contest that invited people to share their own road trip and adventure stories, tying personal experiences to ExxonMobil's clean fuel technology. Supported by a responsive website redesign with expanded fuel education content, display advertising, and print drivers.
"Taking on the World's Toughest Energy Challenges" made ExxonMobil's innovation story tangible through digital storytelling. A rich media banner campaign highlighted ExxonMobil's role in securing America's energy future. Dedicated microsites explored the brand's development work in Africa and visualized global energy outlook data through compelling statistics and design. Animated banners communicated ExxonMobil's commitment to science, education, and energy technology. A presentation translated the complex mechanics of hydraulic fracturing into clear, accessible visuals.
Role: Designed and art directed across both campaigns. Created responsive website layouts, rich media banners, microsite designs, infographic systems, icon libraries, and animated display units. Collaborated with writers, UX designers, strategists, and account teams to ensure creative consistency from concept through launch.
Results: The "Go With Clean" contest drove strong consumer engagement and site traffic. The "Energy Challenges" work successfully reframed ExxonMobil as a science and technology leader, using digital storytelling to make complex energy topics accessible and credible to a general audience.
