HIT THE SHIFT
In 2021, Advanced Nutrients released a new product that maximized the phase between growth and blooming in cannabis plants, and I was tasked with coming up with a comprehensive campaign that would speak to the idea of this rapid, powerful transition using a visual metaphor that would allow for use in both cannabis-friendly and non-friendly spaces. The answer was clear; motor racing.
MY ROLE
• Art Direction
• Illustration
• Layout
• Graphic Design
The Thought Process
When you think of the word “shift” as a verb, the first thing that comes to mind is shifting gears in a car or on a motorcycle. Conveniently, motorcycle and F1 racing carry an attitude not unlike that of Advanced Nutrients. It was a clear choice. Fast paced, fully engaged, laser focused, huge finish. On a more literal level, we needed something eye catching and starkly different than the rest of the fertilizer industry was doing in order to grab attention and speak to Advanced Nutrients’ innovation and market dominance. The imagery needed to translate across a wide berth of platforms from print to digital, and it needed to be flexible. We couldn’t rely directly on cannabis imagery, or even allude to it in the hero artworks, as some of our advertising platforms don’t allow it. Verbiage needed to be able to change without the feel being lost, and the visual needed to be consistent.
Video shot and edited by Arthur Lang
