Not To Scale NY Captures the Joy of Gardening for Whitney Farms
Film and animation studio Not To Scale NYC recently produced a spot for growing craft soil brand Whitney Farms, airing in Costco stores nationwide and online. Titled 'The Joy of Gardening' and directed by award-winning Director Steve Fuller, the 60 second film was shot using natural light over one day in Los Angeles. Set under this warm, natural glow of sunlight, the spot focuses on the meditative quality of hands-on labor as a gardener tends to her garden and sees the the rewarding results of her hard work. This natural and literally ‘organic' spot promotes down to earth products and supports the movement to grow and eat more organic food.
“The film tells a very human story in a very human way. When you work with your hands you stop thinking about anything else -- that idea is the foundation for this story: a woman alone in her garden, doing the thing she loves,” Fuller comments.
Now owned by the Hawthorne Gardening Co., Whitney Farms turned to the international production company Not To Scale to develop a strategy, script, and film, feeling that working with a traditional agency could be slow and cumbersome and not the most efficient way to stretch their marketing budget.
Not To Scale founder Dan O'Rourke reflects: “Even though backyard gardening is perhaps often associated with an older demographic, in recent years there has been a trend for a younger generation to pick up a spade and discover the pleasures of hand in dirt gardening; there has even been an upswing of more urban gardening, as city dwellers discover the joys of planting their own plots, boxes, and vases and are getting closer to nature. These new demand for gardening is the success story that is growing soil brand, Whitney Farms.”
Full Credits
Client: Hawthorne Gardening
Director: Stephen Fuller
Production Company: Not To Scale
Executive Producer: Eve Strickman
Producer: Lisa Muñoz
Editor / Colorist: Corey Weisz
Hawthorne Gardening
Creative & Brand: Kristine Hagedorn
Branding: Melinda Verrall
Audio
Music: Copilot Strategic Music + Sound
Partner / Executive Producer: Jason Menkes
Composer: Naren Rauch
Creative Director: Ravi Krishnaswami
APK
Executive Producer: Daniel Nevetta
Supervising Producer - NYC: Sydney Fisher
Producer - LA: Janie Brown
Production Supervisor - LA: Sandrine Cutright
Production Coordinator - LA: Libby Anderson
Assistant Director: Todd Kaufman
Director of Photography: Igor Martinovic
1st AC: Chris Collins
2nd AC: Paulina Bryant
Gaffer: Frits De Jong
BB Electrician: Chad Cohlmia
Key Grip: David Gorn
BB Grip: Aram Martirosyan
Art Director: Kate Bunch
Lead Man: Miguel Lopez
Art Assistant: Rachel Tucker
Make Up Artist: Shyama Gero
Wardrobe Stylist: Rachel Wang
PA - Truck: Jamin Rogers
PA - Set & Office: Rya Thomas
Location Scout / Manager: Peter McClafferty
Site Rep 1: Yuri Oda
Site Rep 2 :Tanya Finney
Talent: Melody Melendez
Casting: Tempest Casting
