A BASF Canada pitch concept championing the scale, complexity, and science of farming.

Bigger solutions for the biggest job on earth.

THE BRIEF

Farmers feed the world; in Canada, they feed the economy too. That’s a big job. With a growing population and an evolving industry, it’s only getting bigger. Farmers are challenged with providing for a future full of uncertainty.

Our challenge was positioning BASF Canada as the innovative and supportive partner in agriculture that helps get the job done.

THE SPARK

Farming is a massive undertaking of acres and acres of unknowns where every little thing makes or breaks the growing season.

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THE PROCESS

The message and visual story needed to connect multiple pieces of BASF’s background in agriculture. How do we show scale, precision, partnership, product, and science-backed innovation in a serious B2B campaign and still make it feel seriously human?

We choose wide, sweeping imagery of farmland and pair it with striking macro photography to reflect both the scale and the precision required in agriculture today. We reimagine BASF’s iconic square, and create a simple, periodic-table-inspired design system — bringing clarity and cohesion across formats. Then, we bring it to life with big headlines, heavy-hitting copy, and a launch across OOH, digital, social, and podcast channels.

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REFLECTIONS

Although this concept was not selected due to logistical reasons, this project was a valuable exercise in strategic storytelling and design innovation. It reinforced the importance of aligning visual narratives with brand values and audience needs in a category I might be unfamiliar with. It nurtured my curiosity for learning new things and stepping outside my comfort zone. It, also, further grounded me in my North Star: finding hidden stories worth telling.

  • Jazzmine Bustamante

    ART DIRECTOR

  • Maris Moreno

    COPYWRITER

  • Skye Scaglioni

    JR ART DIRECTOR

  • Ryan Georgevich

    COPYWRITER

  • Jacob Rosenburg

    DESIGN DIRECTOR

  • Jeff Cruz

    ECD

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