We've loved working with crop life to deliver always out-of-the-box advocacy campaigns over the years. This time they wanted a campaign that would help wash away the misconceptions about pesticides and GMOs, using just the right balance of facts and fun. Helena, Loiuzou, and Favata pitched a package of videos inspired by the golden age of primetime television programming - think ABC's TGIF or the Saturday morning cartoons. The Result is the throwback-styled #Give A Crop Network - it's a block of informative, funny, content, designed for sharing on today's social networks.
#Give A Crop Network
We partnered with CropLife America to launch a nostalgia-powered awareness campaign, complete with animated singing fruits and vegetables, an ag-friendly family sitcom, a Bill Nye-inspired science program, and an in your face and factual street interview show. These videos recreate a little of the delightfully dated feel of classic TV – but the myths and misconceptions they work to debunk are as timely as ever.
The Rise of a Network
Variety is Spice of Life
And a unique production challenge Alexandria attacked with gusto. While the PSA flavor is similar throughout, producing a custom animation, two scripted live-action narratives, and an unpredictable man on the street style interview video is one complicated recipe. It's also the kind of endeavor where the LAI Video's team shines. By far the anthem of the campaign, "Rinse me Off," is a perfect example of what we offer as a full-service video agency. To do it, we collaborated with Los Angeles-based songwriters to distill CropLife's message into playful lyrics and craft a melody to inspire rinse-and-repeat viewings. Rob Kramer channeled the famous School House Rock cartoons but added just enough of his own creative voice to create a video that's timeless and informative.
The Microsite
Every video campaign needs a place to live, and part of our pitch was a rebranded microsite designed to showcase the #Give A Crop Network content, but also provide a fitting location for CropLife America's previous campaigns to live. We created a custom look complete with 80s inspired new wave graphics, and a custom bumper to play between videos to carry home the vintage broadcast theme. As a hub for CropLife's member "agvocates" the website also features a live feed of social posts that use the campaign hashtags, a resource page with custom campaign gifs, and a blog roll with the latest news to empower Ag advocacy.
James Favata
As the Vice President of Creative at LAI Video, James offers his docu-style and motion graphics expertise to transform brands and campaigns. He’s won numerous accolades, including two Emmy® Awards as a Director, for his incredible storytelling and vision.
Alexandria Kelly
Coming to us from Hollywood, Alexandria brings a jet set, never-quit work ethic.
Rob Kramer
As our Associate Creative Director, Rob Kramer leads the animation team and directs a range of client projects. With his suite of production and design skills, he creates one-of-a-kind styles that seamlessly mesh with your narrative.
Justin Kelly
As LAI Video’s Senior Writer and Editor, Justin moves people to action with his impeccable command of language and narrative. With a decade of experience in technical writing, editing, and project management, Justin balances detail and emotion to create award-winning videos.
De'Von Wellesley
De'von has a diverse background; from filming in night clubs to fashion models and music videos.
Jun Young Yang
Jun is the Director of Photography for LAI Video. His sharp eye and even sharper focus have earned him a reputation as an industry-leading cinematographer. He started his career freelancing before becoming a staple on the LAI Video team.
Chelsie Pennello
A recent graduate of Syracuse University’s film program and track and field team, Chelsie brought her love for video production and everybody’s least favorite physical activity to the LAI Video team.
James Loizou
James Loizou leads the team at LAI Video, building the Emmy® Award-Winning agency from scratch over the last 15 years. His innate balance of creativity and methodology guides our team forever forward towards innovation.
Helena Lehman
Helena is Leading Authorities’ Senior Vice President of Client Services, responsible for growing business among its clientele of national associations and corporations. During her 25 year tenure with LAI, she’s built relationships across diverse industry groups and identified common needs in content strategy and communications.
