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Not To Scale NY Captures the Joy of Gardening for Whitney Farms

Not To Scale, 6 months, 2 weeks ago

Steve Fuller directs organic live-action spot for craft soil brand

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 


Music: Copilot Strategic Music + Sound

Partner / Executive Producer: Jason Menkes

Composer: Naren Rauch 

Creative Director: Ravi Krishnaswami 


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