On Time. On Target. On TRAC.

To prepare for production, we became overnight experts in almond farming. Discovering, navel orange worms (NOW) pose a high risk to almond crops because these worms bore into the nut and feed on the almond.

Making removal of these mummy nuts is essential to increasing the grower’s yield.

We love working with new, innovative ideas. The speed bump is that we often work with concepts or products that aren’t quite fully developed. Our job is to project value in what the product WILL be when it hits the market.

‍‍Upon arriving in Modesto, we discovered InsightTRAC was a rover that was not yet autonomous and was unable to accurately fire and destroy mummies.

So, we used a bit of movie magic to communicate the brand's unique value proposition of being On Time. On Target. On TRAC.

On Target. We love big ideas and love to ideate all the ways we can bring it to life. We masked out operators, built transmedia elements to bring the viewers into the ‘brain’ of the rover, and even used an off-camera pellet gun to help create the reality of what this incredible invention will soon be able to do.

On Time. To provide social proof for the invention's potential and present need interviews were conducted with key stakeholders – the inventor, product developers, growers,

On TRAC. Drone footage was captured to display the product's ability to navigate through the orchard's diverse terrain. Providing a birds-eye-view of the positive impact of InsightTRAC.

The campaign secured full funding, amplified brand awareness and is shaking up the world of almond farming across the agricultural market, to consistently tell the story of this cutting-edge technology.

P.S. Yes, we also think InsightTRAC looks like WALL·E's long-lost brother!