How do you market a brand to a skeptical (eco-conscious and largely female) audience who is tired of inane, vacuous marketing messaging? You tell a story. An honest, emotional story without artifice or overt product placement. Better yet, launch a whole series of these stories. This is exactly what we set out to do when we crafted the “Grow Inspired Film Series” for Mrs. Meyer’s Clean Day, which celebrates individuals whose generosity, hard work and connection with nature inspire the brand. From rooftop farming in the heart of Brooklyn to the people preserving the world’s largest bank of heirloom seeds in the heart of Iowa, we scoured the U.S. for folks whose passion lead their lives’ work and then set out to capture their stories. Success for the brand meant honoring the work of the individuals we featured and connecting more deeply with our current and future brand advocates. Some people call this content marketing. We call it expressing a brand’s true values.
 

I performed overall Creative Direction, including concepting, film and design direction. Work completed for Hanson Dodge Creative. See the entire film series at http://www.mrsmeyers.com/Film-Series