Electricity usually slips into the background of daily life, noticed only in two moments: when the lights go out or when the bill arrives. Both reminders feel transactional and inconvenient. As EnergyUnited’s agency of record for more than a decade, we’ve focused on another truth: EnergyUnited is a not-for-profit, member-owned cooperative that does more than deliver power. It’s a neighborhood institution—built by and for the communities it serves. That perspective turns electricity from a faceless commodity into a shared resource that enriches homes, schools, and businesses across the region.
The History of EnergyUnited. Script written by: Grace LaMontagne-Lucke, VO too.
EnergyUnited Annual Reports:
One of the key tenets of the EnergyUnited brand is being a true community partner. As a member-owned utility empowering our communities goes beyond the literal sense.
Royal Caribbean
✳︎
Royal Caribbean
✳︎
Royal Caribbean
✳︎
Royal Caribbean ✳︎ Royal Caribbean ✳︎ Royal Caribbean ✳︎
When Royal Caribbean prepared to launch its inaugural World Cruise, we crafted communications that matched the voyage’s historic scale. We designed high-impact awareness campaigns and produced the definitive passenger cruise documents—elegant, comprehensive, and precision-engineered to guide every guest through an unparalleled global journey. Our work ensured a memorable debut and a seamless, first-class experience from start to finish.
video edit by big idea group. footage captured by Royal Caribbean photographers
E-Doc Emails:
After the Ultimate World cruise wrapped. We began working on revamping the customer communications from purchase through stepping onboard. This project is ongoing and covers Royal Caribbean, Celebrity Cruises, and the Celebrity off-shoot for Galapagos tourism.
Click the image above to view the email in your browser.
Copy: Grace LaMontagne-Lucke
Please email for more samples of Royal Caribbean & Celebrity Cruises emails.
Haven Life
✳︎
MassMutual
✳︎
Haven Life ✳︎ MassMutual ✳︎
HavenLife was one of the first direct-to-consumer life insurance products on the market. Financially backed by MassMutual, HavenLife stood distinct in regards to messaging, look and feel. We started our work with Haven Life in 2022 as a project and a plea from them: “can somebody, anybody design us a conference booth?!” Of course we can. And we did.
From there we became their agency partner. We worked on TV spots, fully-integrated campaigns, social, emails and direct mail until 2024 when they were fully absorbed back into MassMutual.
A lot of our work revolved around email communications. Nurturing leads, and following up with additional perks like the added “Haven Life Plus” which provided health benefits (like virtual training sessions, a free membership to Jetlag and Sleep support apps, and much more.
Copy & CD: Grace LaMontagne-Lucke
For Every Stage of Life
Much of the Haven Life marketing operated around key stages of life: like getting married, having a baby, or buying a house. The happy moments that deserve to be protected. Rather than focusing on the -ahem, *inevitable, Haven Life leaned into the positives and created a process that was simple, easy, and maybe even a little fun.
Copy and Creative Direction: Grace LaMontagne-Lucke
Frito Lay
✳︎
Frito Lay
✳︎
Frito Lay ✳︎ Frito Lay ✳︎
Dreamvention by Frito-Lay
My first copywriting gig (officially) was at TMA in Dallas, TX, where I was assigned to the Frito‑Lay account. I wrote packaging and display copy and contributed scripts for the Frito‑Lay Family Packs program, which invited kids and families to submit invention ideas for a chance to win cash and have their “dreamvention” built. For that campaign we used Robert Herjavec and Cobie Smulders as spokespeople. I was one of the copywriters on the scripts.