Beyond the brief.
When the USA Pears Bureau came to us, they had a straightforward ask: Create a video to introduce retailers to the Red Anjou—a lesser-known but tasty, hardy cousin of the classic green pear.
We pitched something more ambitious. What if, instead of a straightforward info piece, we made a short, whimsical social ad that could capture consumers' imagination? An ad that maybe even doubles as the original retail asset they wanted.
Not a box office budget.
With a single soundstage and a lean budget, we set out to create something that felt expansive. The result was a live-action journey that follows one woman’s first bite of a Red Anjou into a surreal, dreamlike adventure. A journey that took her travelling through markets to orchards to fantasy backdrops, all through smart staging, intentional camera work, and immersive visual design. No location changes. No green screens. Just clever composition, minimal props, and a digital backdrop.
Taking the time.
To bring the idea to fruition, we developed a tightly boarded concept that respected the client’s goals while pushing the story further. We worked collaboratively to reflect the right demographic nuance, tone, and energy, ensuring the message resonated across cultures.
Our unique storyline lent itself to a diverse visual approach rich in color and texture.
}Andale!
The result was a campaign asset. The client loved it so much they adapted it into a Spanish-language TV spot airing in Mexico. It’s a reminder that the brief is just the beginning. With the right creative partner, you can unlock multiple audiences, platforms, and markets.
About the client
Pear growers in Washington and Oregon—responsible for 87% of the nation’s fresh pears—come from all walks of life, but share a passion for quality. Whether preserving heirloom varieties or using modern techniques, they combine tradition, innovation, and diverse backgrounds to grow the best pears possible.