Focus on your grow
Campaign art direction and design for Fluence Services, across print and digital.
Creative direction, Design execution, and Copy contribution
2025
Fluence
Adobe CC
3
executions
Print and digital
paid and programmatic
2+ years
in market
CHALLENGE
Fluence's services were its main differentiator in a market full of competitors who just sell lights. The campaign had to make that visible.
APPROACH
One headline, "Focus on your grow," with three subheads, each handing off a hard task: cultivation questions, lighting design, and energy rebates. For art direction, I led with real customers from our grower spotlights, shown tending their crops, and paired them with actual Fluence employees at work, with icons reinforcing each service. The message was simple: we handle the difficult, boring stuff so you can focus on your grow. I contributed to the copy and handled design execution across every channel.
OUTCOME
Versions of the campaign ran for at least two years, placed wherever our ad agency saw the best use for them, and the sales team embraced it.
GALLERY
Carlos Perez — Brand & Design.