Jonathan Green is an independent family run business selling grass seed, organics and lawn care products; selling to independently owned retailers like Ace Hardware. Not having a wide outreach towards a younger demographic; they set out to target new audiences while still engaging their core consumers. These projects were published on Instagram and Hulu ads.

Hulu Ad - “know It All Brother”

Written + produced + Directed + Edited

Shot in partnership with Patrick Racheff. We developed several concepts for Jonathan Greens Black Beauty grass seed product. Meeting the demands of the Jonathan Green marketing team; we showcased how we could use comedy to connect to a younger audience and still engage their current demographic by providing informative information on the product itself. As a company that fit the “Infomercial” category in the past, we were aiming to break them away from that brand of storytelling.

Instagram campaign / Webstie - Sod farmer Profile

Produced + Directed + Edited

Shot in partnership with Patrick Racheff. The primary goal of this video was to capture the reliability and history of Jonathan Greens Black Beauty grass seed in an authentic way. Knowing this was going to be a more docustyle project we searched with Jonathan Green for a customer or employee that could bring a deeper understanding of the reliability of this product. It also needed to be someone that fit their current demographic as that was their key audience for this video. Turns out we found a perfect fit to craft this story.

Informative / Instagram - Soil health

Produced + Directed + Edited

Shot in partnership with Patrick Racheff. The client wanted to create more informercial style content; so we generated a series of product videos in this style. The videos were short and to the point so Jonathan Green could market them on their social channels and website. These videos were also utilizing the talent and location from the “Know It All Brother” Ad to help cut cost on Jonathan Greens overall budget.