Nutrien Rooted In
CLIENT: Nutrien
ROLE: Art Direction
OUTCOME: Mixed Traditional & Digital Campaign
As one of the leading global providers of crop nutrients and a cornerstone of the agricultural industry, Nutrien recognized the importance of reaffirming their presence in their home province of Saskatchewan.
In order to achieve this goal, a comprehensive province-wide campaign was initiated to communicate Nutrien's deep-rooted connection to the region and its people.
Our approach to the campaign was centered around the concept of "Rooted In", which communicated the idea that Nutrien isn't just a company with an office in Saskatchewan, or a provider of resources from the region's mines. Rather, the company is an integral part of the fabric of the province. To Nutrien, Saskatchewan is more than just a location - it is the foundation of their identity, their pride, and their everything.
Art Direction
Billboard
My role was to unpack the initial campaign direction and develop the visual approach for how the artwork of the campaign would look. This process began with the creation of an initial mood board, which outlined visual examples and mockups of how the campaign's visuals could come to life. From there, I worked closely with the Creative Director, Copywriter, and Senior Designer to develop the artwork, ensuring that it effectively communicated the idea of being "Rooted In" in a visually compelling way.
One of the key elements of the campaign was the use of imagery that evoked the idea of roots. To bring this concept to life, we built out each asset in a way that made it appear as if roots were interacting with the native platforms. For example, billboards were produced to look like roots had been ripped out of the ground, with manufactured elements hanging below the canvas. Digital ads mimicked the platforms they were displayed on, making it appear as if roots were extending outside of the post and onto people's timelines.
Art Direction Sketches
In addition to the visual elements of the campaign, I also played a critical role in directing the creative team to ensure that the campaign was cohesive and communicated the desired message effectively. Through careful planning and execution, we were able to develop a powerful and impactful campaign that not only successfully communicated Nutrien's deep connection to the province of Saskatchewan, but also earned rave reviews and strong engagement from the community. The campaign was a shining example of how strategic thinking, creative execution, and a deep understanding of the audience can lead to a successful and impactful marketing campaign. A few of my responsibilities included:
Initial mood boarding + designing rough mockups for direction
Working directly with Creative Director, Copywriter, and Senior Designer to develop artwork based on the initial direction
Oversight of campaign execution and deliverables
Social Ad
Newspaper Ad
CREDIT:
Agency - Park Digital
