After producing five commercials that got DC's ag-community talking, we wanted to keep the campaign's forward momentum. While the first series focused on the negative impact of pests in any envionrment, the new ads had to make a stronger connection between farmers and the tools needed to do their job. Pesticides are as ubiquitous to farmers as hammers are to carpenters. Or knives to a chef. Or shears to a hairdresser. Justin explored this comparison in a series of colorfully dry, GEICO-inspired scripts that also saved room for a familiar mascot.
The Right Tools for the Job
We were tickled to continue our partnership with CropLife America to expand the unique humor of the successful #GiveaCrop campaign. Resurrecting the man-child "pest" character, we produced three new spots that took a new angle for reminding viewers to care about crop protection.
Mixing Metaphors
Campaign World-Building
The new concepts called for a slew of new characters and locations. For maximum punchline-ing, Sarah sought real-life sets -- a working kitchen, wood shop and salon. New characters and a spokesperson were cast, and Favata directed the three spots over the course of three days. Phil served as DP and cut together the new spots that balanced both dry humor and a splash of slapstick. Tiffany tailored a new wardrobe for the Pest, who posed for various photo shoots and continues to embody a campaign with seemingly endless gags to keep people talking.
Sarah Wides
As Senior Producer & Project Manager, Sarah Wides handles some of our largest projects and oldest clients. Her attention to detail, passion for video, and thorough production experience consistently generate incredible results.
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.
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.
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.
Tiffany Lewis
As our Creative Director, team leader, and motionography expert, Tiffany embodies LAI Video’s innovative identity. Throughout her 12 years of extensive creative, strategic, and production experience, Tiffany has earned two Emmy® Awards and widespread industry recognition.
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.
