“victory garden” spring 2020 campaign
During the height of COVID-19, Miracle-Gro launched its inspiring "Victory Garden" campaign, emphasizing the importance of growth, resilience and growing your own food in challenging times. I had the privilege of collaborating closely with the creative director, account leads, and clients as the lead editor for this TV spot as well as art directing and creating impactful original content for social media. Additionally, on this campaign, we partnered with Ronda Rousey to encourage people to stay home and embrace gardening with Miracle-Gro, fostering a sense of connection and creativity during a time of need.
promotional material
Conceptualized, wrote, art directed and edited this impactful social advertisement for Miracle-Gro's "Victory Garden" campaign, ranking as one of the campaign’s top-performing ads.
The concept centered around an inspirational manifesto, serving as a PSA to encourage audiences to stay safe at home during COVID-19 while growing their own food, reducing reliance on grocery stores during a critical time.
Conceptualized, wrote, art directed and edited this GIF for Miracle-Gro's "Victory Garden" campaign.
This was the first piece of content I wrote and submitted at VaynerMedia and it gained 4 million impressions becoming a top performing ad and setting a high standard for future campaigns.
Developed, edited, and animated this engaging "how-to" advertisement for Miracle-Gro's "Victory Garden" campaign.
The ad educated viewers on the simplicity of growing tomatoes using vegetables from their refrigerators, inspiring self-sufficiency and creativity during the campaign.
“everywhere is a garden” indoor gardening campaign
In late 2020, Miracle-Gro launched its first-ever winter indoor gardening campaign, marking an exciting milestone for the brand. I had the privilege of co-writing this standout digital spot, becoming the lead art director as our campaign was personally selected and bought by the client. As the lead art director I was responsible for overseeing casting, wardrobe, voiceover production, editing and every detail in between to ensure a cohesive and visually captivating execution.
“millions of new gardeners” campaign
In 2020, over 21 million people began gardening, each facing their own successes, challenges, and the inevitable FOMO for those who didn’t. To capitalize on this trend, Miracle-Gro aimed to inspire and engage new gardeners through a series of impactful advertisements. I had the honor of becoming the lead art director and editor for each spot, overseeing the visual direction and music supervision to create compelling, inspirational content.
Lead Art Director and Editor for the “Millions of New Gardeners Wins” advertisement.
Lead Art Director and Editor for the “Millions of New Gardeners Wins” advertisement which gained 3.6 million views and 3.6k reactions.
Lead Art Director and Editor for the “Millions of New Gardeners FOMO” advertisement.
“summer plant food” 2020 social media campaign
To raise awareness that "sometimes your plants need more than just water," Miracle-Gro requested social media advertisements to remind gardeners of the importance of feeding their plants in addition to watering them. I had the privilege of concepting, creating, filming, and editing these advertisements for Miracle-Gro’s plant food, helping to communicate this essential message effectively. Given the challenges of the COVID-19 pandemic, I utilized my photo and video skills to professionally film and edit these videos for the campaign, ensuring high-quality content despite the circumstances.