MyRoots
PROJECT FOCUS
NA SPIRITS, BRAND IN CULTURE
Seedlip
x
1% For The Planet
Visual Design
Content Strategy
Art Direction
Creative Direction
Project Management
Video + Photo Content Production
Cinematography, Photography, Drone
Project Management
Location Scouting + Logistics
Post-Production
Challenge
Seedlip's "MyRoots" campaign aimed to foster a deeper connection with nature and community by partnering with 1% For The Planet and We-Got-Next. Morel Creative produced eight high-quality lifestyle videos, each highlighting the inspiring stories of We-Got-Next ambassadors and their unique ties to nature. These videos, crafted from concept to post-production, resonated with Seedlip's sustainability-conscious audience, effectively expanding their market share in the Non-Alc category and reinforcing their leadership in the wellness lifestyle sector.
Impact
Showcased Seedlip’s Dedication to Sustainability
Award-Winning Content
Strengthened Brand Identity
Enhanced Audience Engagement
Increased Market Presence
Connecting With Nature
When Seedlip decided to capitalize on their partnership with 1% For The Planet, they recognized a unique opportunity to enhance their market presence and reinforce their brand values. They sought to do more than just promote their non-alcoholic spirits; they aimed to inspire a deeper connection with nature and foster a sense of community and environmental stewardship.
By partnering with 1% For The Planet and We-Got-Next, Seedlip's mission for the "MyRoots" campaign was to create compelling lifestyle videos that highlighted the personal stories of We-Got-Next Ambassadors. These authentic narratives were designed to resonate with their sustainability-conscious audience, ultimately expanding Seedlip’s market share in the Non-Alc category and solidifying their position as a leader in the wellness-oriented lifestyle sector.
Our process began with an in-depth collaboration with Seedlip’s Director of Brands in Culture to fully understand the mission and purpose of the project. We worked closely to develop mood and storyboards that aligned with their strategic vision. Next, Morel Creative scouted various locations to find the perfect production spots, working with the cities of Oakland, CA, and Reno, NV to obtain necessary permits. We built a dedicated production team and coordinated all production efforts.
Throughout the project, we managed the relationship between Seedlip and their 1% For The Planet partners, We-Got-Next, ensuring seamless collaboration. Our services included full production support and execution, securing props, organizing shoot schedules, and creating detailed shot lists. We utilized various cinematography techniques, such as drone shots, 360 video, Steadicam, and dollies, to capture the emotion behind the campaign's purpose. The storytelling approach emphasized Seedlip’s commitment to the planet and accessibility to nature.
Outcome
In collaboration with Seedlip, Morel Creative produced a series of eight lifestyle videos highlighting the inspiring stories of We-Got-Next's brand ambassadors. Each video was meticulously crafted to showcase the ambassadors' unique connections to nature and their personal journeys. Our team handled the entire production process, from initial concept development and storyboarding to filming and post-production.
The videos featured high-quality cinematography, engaging storytelling, and educational content, providing step-by-step insights. The visual style predominantly utilized natural light, and voiceovers from the We-Got-Next ambassadors added a personal touch. Sound design elements, including ASMR-style nature sounds, enhanced the sensory appeal of the videos. This comprehensive approach ensured that the content resonated with Seedlip's sustainability-conscious audience and reinforced the brand's commitment to environmental stewardship.
OMFG
THESE VIDEOS
GOOD LORD
Zia Loftil | Brands in Culture Manager • Seedlip
Morel Creative crafted a brilliant series of videos that are super effective for us!
Cait Merriman | Senior Marketing Director • Diageo
The "MyRoots" project significantly impacted both Seedlip and its audience, showcasing the brand's dedication to sustainability and its partnership with 1% for the Planet. The series of eight lifestyle videos received notable recognition, including a screening at SXSW and winning a Telly Award, highlighting their excellence in visual storytelling and creative execution.
Morel Creative played a crucial role in project management, skillfully navigating and managing the relationship between Seedlip and We-Got-Next. Despite occasional contentions, we ensured the project stayed on track and within budget, demonstrating our commitment to seamless collaboration and project success. These efforts reinforced Seedlip's brand identity, engaged their audience, and positioned them as a leader in the wellness-oriented, non-alcoholic lifestyle sector. The strategic content not only expanded Seedlip’s market share but also contributed to their long-term brand equity.
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