For this particular ad we were in a bit of a slump. The only asset was the ballast image with no set concept or tagline. We were toying around with the idea of recreating a plant life cycle, but sourcing images for that proved difficult. As I was laying down some ground elements the idea to construct a lush and succulent world came to mind. By doing so we could metaphorically and visually show the audience that Lumatek helped plants flourish.