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 and building a rolodex of informative videos on their products.
Hulu Ad - “know It All Brother”
Written + produced + Directed + Edited
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 older demographic with informative dialogue. As a company that fit the “Infomercial” category in the past, we were aiming to gently lean them away from that brand of storytelling. Shot in partnership with Patrick Racheff.
Social campaign & Webstie - Corn Gluten Weed Preventer
Produced + Directed + Edited
1 of 10 products shot over the course of 2 days. All 10 products were shot in both horizontal and vertical formats to customize the social, online & retail marketing objectives. These videos were used for Jonathan Greens spring social campaign, website & in-store video displays at Ace Hardwares. Shot in partnership with Patrick Racheff.
Instagram campaign / Webstie - Sod farmer Profile
Produced + Directed + Edited
The primary goal of this video was to capture the reliability and history of Jonathan Greens Black Beauty grass seed in an authentic way on a relatively modest budget. 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 older male demographic as that was their key audience for this video. Shot in partnership with Patrick Racheff.
Social & Website - Soil health
Produced + Directed + Edited
We generated a series of simple and short product videos to promote through social. 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. Shot in partnership with Patrick Racheff.
