In the Deere construction world, our campaign mantra is "Never Idle" - so it makes sense that we'd continuously push our brand guidelines. I took the lead on pushing and evolving the visual language for Never Idle, whether that be shooting techniques, dynamic supers, or animation. I struck the balance between keeping the Never Idle spirit alive in the visual language, while creating techniques fresh enough to feel new.
Some of those shooting techniques are in this highlight reel from a shoot in Texas. I pushed for us to get even closer to the worker's POV, and bump up the attitude you feel when you're sweating it out on the job site. Part of our Never Idle spirit means getting down in the dirt to get the job done, so the dirt is where I wanted to put the cameras.
Made at EP+Co.
Art Director: Sophie Vos
Creative Director: Scott Spooner, Cory Schearer
Editor: Sam Snelgrove
Director of Photography: Seth Hunt
In our latest campaign for Deere's compact machines, we implemented several new techniques. Since we planned to combine footage of the machines in the studio with footage out in the field, I carefully mapped out the storyboard and worked closely with our editor to make sure the edit told a cohesive narrative. My biggest challenge was figuring out how to make the studio footage stand out beautifully from a mish-mash of footage from several different job sites, without diminishing the work the machines are doing in the field. Color-grading helped, but also just finding the best pacing for the edit. I also implemented simple, pared-down supers that wouldn't get in the way of the machines.
Made at EP+Co.
Art Director, Storyboard Artist: Sophie Vos
Copywriter: Will Horn
Creative Director: Scott Spooner
Editor: Sam Snelgrove
Motion Design: Chad McDonald
Director of Photography: Seth Hunt
I also worked with the animation team to create new tech overlays for video content to illustrate the technology on construction equipment. The challenge for the SmartWeigh™ tech overlay was making sure that the animation was an accurate representation of what the technology does, in about 1-2 seconds and without any verbal explanation. Using previous tech overlay animations for inspiration, I used yellow and white line work with a subtle glow to match the look and feel we'd already used. The lines tracing around the bucket and the weight counter were details I added to make the animation more dynamic, in tune with the spirit of our Never Idle campaign.
Made at EP+Co.
Art Director, Storyboard Artist: Sophie Vos
Creative Director: Scott Spooner
Director of Motion Graphics: Mike Guastaferro
Now if we leave the world of Never Idle for a sec, we can switch gears to some classic Deere green. Over on Deere brand, the client needed to inform a younger audience that Deere is involved in a lot more everyday activities than they might realize. I concepted and art directed the above header video and additional assets for web and social using existing design elements with fresh, new animation styles to capture the attention of a younger audience. One challenge of this video was to make it informative and entertaining without the use of sound and without relying too heavily on copy, so it was key to make sure the design elements work together seamlessly.
Made at EP+Co.
Art Director, Storyboard Artist: Sophie Vos
Copywriter: Will Horn
Creative Director: Jivan Davé
Director of Motion Graphics: Mike Guastaferro
