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.

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 current older demographic by providing informative dialogue on the product itself. 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.

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.

Informative / Instagram - 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.