championing the scale, complexity, and science of the agriculture industry

A Big job that’s only getting bigger

BASF Canada

Farmers feed the world, and, in Canada, they feed the economy too. Technological advancements, dying traditions, and changes in global ecosystems leave room for a lot of uncertainty. It’s a big job where every big and small thing makes an impact, and it’s only getting bigger.

This brand campaign helps farmers know BASF is a partner they can trust. One that helps them keep up with the times, manage uncertainty, and hold fast to the details that matter each growing season.

My role: lead campaign art direction, concept brand activations, and guide junior creatives to deliver 360 campaign assets

REFLECTIONS

Although this concept didn’t win the pitch, I’m incredibly proud of this work. Finding value in hidden stories and sharing them in a beautiful way is always my goal. I achieved that thru this project and was pleasantly surprised by the amount of love this got from the pitch team, other departments, and agencies within the Detroit office.