Miracle-Gro: Grow Something Greater

Our team was asked to tell Miracle-Gro's brand story in new ways that would inspire a new generation of green thumbs. As the Creative Director on this project, I lead a team of designers, digital strategists, editorial writers and creatives to create responsive, user-forward content informed by style guidelines we produced for the brand. On the site, we launched a fresh narrative for Miracle-Gro (above), a series of short-form YouTube videos, interactive print ads, and a completely updated digital destination to shift the conversation to focus less on what Miracle-Gro products functionally do for plants to what grow culture can do for people in and beyond their garden.

 Our 'Gro Something Greater' campaign shifted conversation to focus less on what Miracle-Gro products functionally do for plants to what grow culture can do for people in and beyond their garden.

TEAM     360i   Megan Skelly, Patrick Soria, Shayna Kulik, Katherine Choi, Hillary Young, Liz Colville, Jeff Hunt
ROLE     Creative Director   interactive art direction, brand design, user experience, strategy