Activation
Farm of the Future
It's a farm inside a shipping container in downtown NYC. It grew real food with vibrant magenta LEDs.
The client asked for a billboard. We gave them a farm.
The Farm of the Future is about the size of a billboard. But it did so much more to help advertise The Future of Everything Festival.
It grows a football field worth of food in the space of a studio apartment.
It’s also a selfie magnet. And it promoted Wall Street Journal’s Future Of Everything Festival. People could see inside, take tours, sample produce, and extra food was donated to City Harvest charity.
"There's an entire futuristic farm in this shipping container, and it's RAD."
Client
The Wall Street Journal
Agency
The & Partnership
Role
Creative Director
Deliverables
Briefed: Billboard
Delivered: Activation
Year
2018
Partners
Freight Farms
City Harvest Charity
We were originally briefed to make a billboard to get New Yorkers excited about the Future of Everything Festival. But we added a whole new dimension to the brief.
Billboards can be easy to ignore, so we created an un-ignorable farm on the streets of New York. Michael inspired the team to think beyond the brief, and over-delivered an experience that New Yorkers could see and taste. He lead conceptualization, created decks and presented to client, designed in Photoshop, mocked-up visuals in 3D software Blender, and was on site at 3am as the farm was installed. His favorite part was cooking with the super-tasty basil grown inside The Farm Of The Future.
