Rise Stronger Campaign

Concept • Art Direction
Project Overview
The Acceleron brand had evolved over the year, incorporating new products and efforts to aid farmers in their day to day operation. We aimed to position the brand strongly in the space it excelled at. 

Every season you face unpredictable threats from pests, environmental hazards, an ever changing climate and that's why you need a seed treatment on your side that can help you conquer the seasons unpredictabilities by putting you on a path of predictable results. Farming is never easy but give yourself some peace of mind knowing the Acceleron portfolio has your back to deliver more control and better protection. With one easy decision you can keep your confidence going strong and your crop growing stronger.
My Contributions
My journey spanned from ideation and initial concept brainstorming to the creation of rough drafts, and it continued to evolve into the realm of art direction for every aspect of digital and print collateral. I played a crucial role in leading the art direction across a spectrum of mediums, including print ads, digital banners, website design, TV spots, photoshoots, and beyond.
Creating a concept
Discover the resilience of farming – days extend into nights, uncertainties loom. Vigilance is your shield, as unexpected threats and weather stressors challenge the resilience of your crop. Amidst solitude, find solace in the dawn and dusk. Our imagery captures strong farmers against sunrise backdrops, embodying confidence. Acceleron stands as your unwavering ally, guarding your efforts. From season long battles to late harvests, we ensure your fields thrive season after season, reminding you that support never wanes and the Acceleron portfolio is here to give you a little peace of mind.
Achieving the aesthetic
Recognizing the need to fulfill our comprehensive visual direction, we understood relying solely on stock photography and borrowed assets wouldn't suffice. This campaign demanded a dedicated photoshoot to establish an expansive asset library for future use. I meticulously curated a pre-production shot list, outlining each shot's concept, talent interaction, wardrobe details, and composition to ensure a cohesive outcome in line with our vision.

Early sunrise, high contrast photography. Utilizing heroic silhouettes that express feelings of hopefulness, positivity and an uplifting sense of forward progression. Low angle imagery looking up help to establish the impact of Acceleron® Brands within the soil.
Storyboarding for TV
Simultaneously, we geared up for a TV and YouTube spot, prioritizing unified consistency across every creative element in the campaign. To achieve this, we ensured the same talent and team were engaged across the board. I meticulously designed a comprehensive storyboard and scripted voice-over dialogue. This process, involving careful vetting, guaranteed that all potential shots and key talking points were seamlessly integrated into our shot list and desired b-roll footage.
The final product
Following the shoot and utilization of our new shot library, I developed updated storyboards using thumbnails from our captures, enhancing the script. Subsequently, I worked closely with our editing partners to meticulously craft the final product, ensuring alignment with our creative vision.

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