The Touch Grass Festival promo campaign is the picture perfect example of developing an original big creative idea that’s relevant to the times, tailored to the target audience and perfectly on brand. Distrust in consuming online content due to AI was at an all time high. A longing for familiar and comforting nostalgia was also at a statistic all time high. With a deep understanding of the brand messaging and our target audience, we knew that taking them back to the familiar nostalgia and themes of the 90s and 2000s was the absolute right move. The opening Scary Movie reference was timed perfectly with cultural relevancy as Scream 7 and Scary Movie 6 were set to release concurrently. All the while throwing calculated references and themes to connect with the younger Gen-Z audience that also comprised a small portion of the brand’s demographic.  Every creative decision, set design, reference, imagery and line written was designed to connect with our very specific target audience. 

We knew we had to capture and retain attention at a high level if we were to produce a longer video. So we went hard on the creativity and storytelling strategies.  Such as fooling the viewer into thinking our characters are in different locations at first, only to reveal they are all together in the same room. The relatable and self aware humor. The suspense and horror elements. The positioning of “the problem” of being chronically online and “the solution” of going outside and touching grass. The “what’s behind the door?” theme. The teleportation to the other world and usage of VFX to convey the magnitude of the festival experience. Ultimately the result was an incredibly successful promotional campaign for the Touch Grass Festival that was culturally impactful and monumental to the brand.