Beast Editor Jim Ulbrich For Miracle-Gro Campaign

You could say that there are two types of people in the world: those who can plant and those who can’t. Miracle-Gro’s latest campaign features the many types of gardening underdogs, their planting plights and how “everyone can grow with Miracle-Gro.”

 

This campaign called for a mash up of technical and creative skills and Beast New York Editor Jim Ulbrich was the perfect man for the job. “I’ve had the opportunity to work on all genres throughout my career and this was a “mixed bag of editing,” which made it both challenging and fun.”  The spot’s concept combines comedy and ecological calamity, which needed a certain approach in the editing process and Jim pulled many trades from his tool belt to complete the project: comedy dialogue, physical comedy and to some extent visual storytelling. “The agency (Dentsu America) liked how I structured the spots by cutting back and fourth between the characters to establish passage of time which made the spots a bit more playful.”

 

The spot’s sort of slapstick approach to universally shared gardening woes will surely awaken the green thumb in all of us just in time for spring.  The fun part about the campaign is picking out which type of planter you are: plant killer, first timer, etc. Jim is proud to be a part of the campaign. “This is a smart campaign that seems to break out of the mold of everything else in the category while retaining messaging in a fun way. If I were to categorize myself as one of the Miracle-Gro characters it would be the “Absentee Plant Parent.” 

 

Client/Brand: Scotts Miracle/Gro

Category: Lawncare

Office: Beast NY

Editorial Executive Producer: Elizabeth Krajewski

Editor: Jim Ulbrich

Agency: Dentsu America

Production Company: Radial Media

Production Company Executive Producer: Donna Portaro

Director: Peter Darley Miller

Director of Photography: Mandy Walker