This is an advertising campaign I worked on for the mosaic company during my tenure at craft media/digital

The Mosaic Company is an American agricultural company that produces potash and phosphate fertilizer. They are the largest producer in the United States and therefore an incredibly important part of the global agricultural economy. At times, they have found themselves the target of attacks from farmer groups accusing them of artificially raising fertilizer prices and passing higher costs down to farmers and eventually consumers.

To help combat these narratives, my team at CRAFT developed a public awareness campaign to help promote Mosaic’s image as an innovation leader working with partners across all parts of agriculture to help the world grow the food it needs.

The central thesis behind this campaign was that global agriculture was facing an incredible challenge: We have to to feed a growing population with fewer resources. In order to do this, it would require agriculture to unite: scientists, engineers, farmers and more all coming together to find innovative solutions. Mosaic, of course, is leading the way to ensure that agriculture can “rise to the challenge”.

We put together a paid digital advertising campaign targeting policymakers, media professionals, and agriculture professionals in both Washington D.C. and Florida, where Mosaic’s corporate HQ is based. These ads directed users back to this backpage on the Mosaic website highlighting their focus on innovation.

I managed the creative development of these ads, which took inspiration from the accompanying video series we produced.