Behind the Scenes of EQT’s Net Zero 'Expect More from Tomorrow' Ad Shoot
Our latest campaign’s key message is simple yet powerful, outlining the challenges and opportunities private equity faces in the race to net zero, focusing on infrastructure investments and energy transition
- EQT’s new campaign, "Expect More from Tomorrow," highlights the role of private equity in driving the global transition to net zero, focusing on clean energy, infrastructure investments, and sustainability.
Expect more from tomorrow: EQT’s approach to net zero
At EQT, the transition to net zero isn’t just another buzzword—it’s both a challenge and an opportunity. Our new campaign, "Expect More from Tomorrow," is our vision to create long-term financial returns for investors through the investments in the wider energy transition. Over two days in upstate New York, we brought this vision to life through a visually rich story that shows how doing good can also be good business.
At the heart of the ad is a family—a stand-in for all of us. In the not-too-distant future, their lives could be powered by clean energy, enabled in part by infrastructure investments like those supported by EQT. The takeaway? Private equity can be more than just returns—it can contribute to global progress towards a net-zero world.
Our campaign focuses on thought leadership in all areas of net zero, from renewable energy to clean transportation and the circular economy.
Behind the scenes of EQT’s net zero ad campaign
The set was buzzing with excitement as our creative and marketing teams brought the brief to life. It wasn’t just about creating a great ad — it was about using everyday household items, like stereos and lamps, to show the real-world impact of the energy transition. Every decision, from the lighting to the subtle use of EQT’s signature orange, reinforced our message of a hopeful and sustainable future.
Our behind-the-scenes gallery captures it all: candid moments with the models, the team hard at work, and the vibrant, colorful set. Each shot reflects our mission—showing the energy transition as more than a concept, but something real and possible.
Meet the creative team: Adam Studios & Kevin Oh
Helping us bring this campaign to life was Adam Studios, a creative agency based in Hong Kong. Known for taking big ideas and turning them into big business, they’ve worked with brands like Levi's, Nike, and Puma. Co-founders Eugene Kan and Alex Maeland brought their unique storytelling and strategic vision to our "Expect More from Tomorrow" campaign, making sure our message hit home.
At the helm of this project was Kevin Oh, an award-winning director who has worked with brands like Adidas, YouTube, and Google. Kevin’s ability to weave together powerful visuals and emotional stories made him the perfect fit for this campaign. His work doesn’t just inform—it inspires.
One of our favorite creative choices? The use of EQT’s signature orange. It symbolizes optimism and a bright future ahead. The clean, modern look of the video fits perfectly with EQT’s refreshed brand identity, highlighting our commitment to innovation and responsibility as we work toward net zero by investing in the critical infrastructure needed with the aim to deliver great returns for our investors.
Visit our campaign page today to learn more about EQT and our approach to net zero.
Henry Jones is EQT's Director of Content and the Global Head of ThinQ by EQT. Before joining EQT, he was an editor and content director for brands and media companies including Dyson, The Evening Standard and John Lewis.
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