SMUD: Clean PowerCity – The Symphony of Change Starts Here

How we transformed Sacramento’s carbon-free commitment into a public movement rooted in music, momentum, and community pride.

THE ASK:

SMUD—the Sacramento Municipal Utility District—had a bold target: 100% carbon reduction by 2030. It was one of the most ambitious goals in the country, but most residents either didn’t know about it or didn’t understand how it applied to them. The challenge? Make climate action tangible and urgent, without overwhelming or alienating the public.

THE INSIGHT:

Data can inform, but it rarely moves people. We needed a metaphor that could translate SMUD’s technical roadmap into something emotional, accessible, and distinctly local. “Green energy” wasn’t a new idea — but “a city-wide symphony of change”? That had power. It let every person see themselves not just as a consumer, but as a contributor.

THE IDEA:

We positioned Sacramento as the stage for a performance in progress — with SMUD conducting the shift toward zero carbon. The campaign’s creative concept, “The Green Symphony,” used music and movement to illustrate energy transformation, with every solar panel, EV, and clean-air initiative adding to the score.

THE STRATEGY:

30-Second Hero Spot: A high-production TV commercial opened on a quiet sunrise over Sacramento. Solar arrays shimmered. Windmills turned in rhythm. Music notes floated from smokestacks as they dissolved into petals. It wasn’t instructional — it was aspirational.
Visual System: Across OOH, digital, and print, we used musical notation and abstract waveforms to create a consistent identity. Clean energy wasn’t shown in cold infographics — it was expressed through harmony and beauty.
Website Integration: A redesigned CleanPowerCity.org featured the film, stats on progress, and a clear list of “37 ways to join the charge,” breaking down complex actions into human-scale behavior change.
Messaging Strategy: All communication pointed to one idea: Sacramento wasn’t waiting for the future. It was composing it.

The goal wasn’t to dazzle. It was to connect — and give Sacramento the language, and the tempo, to move forward together.