Gardening for the Greater Good
(2019)Client: Pennsylvania Horticultural Society
Role: Branding, Campaign Creation, Typography, Graphic Design Videography, Sound Engineering, Direction, Interviews, Editing, Motion Graphics, Sound Production, Original Score, Soundtrack Production, Audio Mastering.
I directed the artistic vision, creative strategy, and execution of this video series, “Gardening for the Greater Good”, translating the brand’s mission into a visually compelling story that boosted audience engagement. My approach ensured alignment with the Pensylvania Horticultural Societies brand identity and aesthetic objectives.
The goal was to create an impactful campaign, showcasing how gardening is transformative to the neighborhoods they serve. The solution I came up with was to highlight the individuals who tend to these gardens and are making a difference in the neighborhoods in which they live. Through these individuals, we are given a lens into each gardens unique culture and flavor, just like the neighborhoods in which they reside.
The creative process was driven by their spirit and passion for nature and its beauty. I created hand drawn typography using charcoal for the campaign to match the gardens’ organic composition while still maintaining consistent branding. I composed the soundtrack using a vibraphone to evoke the tones of bird calls, wind whistling through branches, and the whimsical magic of being in a garden.