Modern Agriculture
ROLE: CREATIVE DIRECTOR / LEAD WRITER
It’s kind of bizarre when you think about it: agriculture is one of the few industries where technological innovation is looked at with suspicion. When it comes to things like health care, transportation, communication and energy, we openly embrace the power of human innovation.
In the TV spot, everything moves in reverse to communicate that technology helps farmers require less from our earth.
After attending focus groups of Informed Consumers, I realized that fear was a feeling that needed to be addressed. The Modern Ag campaign We Give Back by Moving Forward was created to imbue a sense of calm and address the seemingly disparate realms of dirt and data. I wanted it to be a love letter to the industry that sits at the intersection (and crosshairs) of food, technology and the environment.
Campaign site, as one does
Content ecosystem
