Case Study
PlantGem: flowers by zodiac
Video & Photo Production
THE ASK
Quality Tutorials with a Beautiful Aesthetic
PlantGem, founded in 2020 by Willow King and Julie Carson, is a unique Boulder, Colorado-based company specializing in hard-to-find flower bulbs, seeds, and gardening tools. How do you teach and sell new generations how to grow their own flowers?
Creative Director Michael Benjamin approached us with a wonderfully unique idea – why not shop for flowers by zodiac sign? We would create videos and photos that combine fashion, zodiac stereotypes, dating advice, and establish a very clean brand aesthetic that worked within the new PlantGem style guide.
THE APPROACH
With Michael Benjamin’s designs, we would cast and shoot the videos and photos of the new campaign to match the PlantGem brand aesthetic – simple, clean, and deliberate.
THE CHALLENGE
We needed our cast to be energetic and serious, to help us capture their own stereotypical zodiac ‘mood’. Casting for models for commercial fashion work with lines can be challenging because some models don’t have acting experience.
THE PRODUCTION
Our teams began casting for actors and models for each 12 zodiac signs, and establishing the narrative and style for each. Over the course of several production days, we shot glamorous videos and photos in our studio of our actors delivering lines with flowers, bulbs, and gardening implements.
THE RESULT
Launching a new concept in gardening
Because of the social push with our marketing content, PlantGem sales increased dramatically, and they completed a seed funding round led by Reformation Capital, with participation from Seagate Ventures, raising $1.32 million.
Through their curated offerings and inclusive philosophy, PlantGem has carved a niche in the gardening industry, appealing to both novice and seasoned gardeners seeking distinctive and beautiful plants.
