In a world full of distractions, algorithms, and eveyrthing else that hijacks our attention, we inspired people to return to the garden. To trade metal for soil. To rip open a bag of Miracle-Gro and grow something (And grab a slimy little worm in the process!). Because the natural world has a lot of seratonin to offer. To make this simple point of view alluring and sensory provoking, we stripped away typical advertising tropes like voiceovers, celebrities, and snazzy camera tricks, leaving viewers with a raw, ASMR experience you can almost smell.
We also celebrated Earth Day by inviting everyone to unplug from the algorithm and “Come back to earth” with 24 different provocations, released every hour on the hour on Miracle-Gro's Instagram. We crafted each anti-tech scene by hand and paired plants to devices in fun ways–like matching Thyme with a smart watch.
Creative Director: Christine Taffe Art Director: Ashley Crouch Copywriter: Bryan Allman
Also made with: Jenn Pennington, Heather Larimer, Lourdes Vasquez, Sharon Badger,
Don Spampinato, SammyJoe Temple, David Kolbusz, Laura Janess and Barney Robinson at Orchard
Directed by: TYD Sound by: One Thousand Birds Color by: Ricky Gausis