Editor Peter Mostert Breaks Ground with Soothing Launch Campaign for The Farm Kitchen

Hooligan editor Peter Mostert cut a series of brand films for the launch of farm-to-table startup The Farm Kitchen (TFK). By sowing and harvesting local, fresh, organic produce, TFK aims to serve the best of what nature has to offer in flavor and nourishment. Conceived by production agency LifeDesign under the creative direction of Linda Notelovitz, the campaign envelops The Farm Kitchen’s Earth-loving philosophy for serving up plant-based food. 

"Birth" awakens the senses with the sights, sounds, and textures of an urban garden, where a young woman muses about the "goodness" surrounding her. 

"Growing" goes deep into a lush green forest ensconced by a starry surrealistic sky. From dancing through the forest to hovering among the trees, the transcendental scene is a metaphor for the gardener's connection with Earth and its nourishments. 

“Blooming” retreats into a fairytale-like picnic setting where four women bask in a cornucopia of wildflower and herb tonics. 

The visual poetry continues in "Being," this time from the perspective of a man waxing philosophical about the connections between nourishments for our body and our souls – and the kindness that grows within us. 

Channeling the freedom of what a memory feels like, Notelovitz designed the visual language and shots for each film around the concluding tagline, “Remember when Mother Nature made you feel like this? Well, she’s still around.” 

“Good soil provides us with good food, the sustenance of life,” remarks Notelovitz. “So, this campaign was all about encouraging discovery through our reconnection with Mother Nature, and creating a space to feel into our sensuality. I believe magical realism is a key ingredient in the art of discovery, and it contributes to the sense of connection and freedom you experience when viewing these films.” 

“These films are simply beautiful, and I’m grateful  Linda entrusted me with them,” adds Mostert. “From the scripts to the visual effects to the music, she empowered me with so many mediums beyond the footage to tell these stories. Of course, it's always a treat for me as an editor to bring her narratives to life because she always brings something unique with her unmistakable aesthetic composition.” 

“Peter not only makes it his business to understand a director’s nature and purpose through their work, he has the capacity to truly connect with it, thereby magically loving their stories into being,” concludes Notelovitz.