Safer Lawn Care, Naturally
NaturaLawn of America
For their new flagship brand campaign, NaturaLawn of America approached Coronation Media while I was Senior Producer there, to develop a series of animated spots for their flagship brand and their distinct sub-brands, including Tick Ranger and Mosquito Ranger. The goal was to introduce new customers to the brand and highlight NaturaLawn’s commitment to safer and more natural lawn care solutions.
Under my management for the timeline, budget, and client communication, the creative team developed four animated commercials using a throwback claymation CGI style. This nostalgic and visually appealing approach was chosen to stand out in the crowded lawn care market and to evoke a sense of trust and familiarity. Can’t lie, it was a blast getting able to consult and see something from my childhood (‘Gromit! That’s it! Cheese!’’) get injected into a project.
I was responsible for determining and managing the scope of the project, designating a budget, and assembling the right team of contractors to help flesh out our internal team. This involved researching, interviewing, and hiring 3D modelers and animators. Additionally, I managed pitches, deadlines, character designs, and deliverables to ensure everything was on track.
One of the biggest challenges was working with a relatively inexperienced team at Coronation Media in producing 3D animation at this scale and scope. To address this, I leveraged my experience, network, and market research to establish a realistic budget and timeline. I also identified and brought on board the right contractors to complete the project and ensured the final product met the high standards expected by the client.
The animated commercials successfully introduced NaturaLawn of America's services to new customers, highlighting the brand's unique value proposition. The nostalgic claymation style not only captured attention but also reinforced the brand's commitment to natural and safe lawn care solutions. The client's satisfaction with the project results speaks volumes about the effectiveness of our approach and the quality of our work.
In summary, the project was a rewarding challenge that showcased my ability at Coronation Media to guide a team to adapt, innovate, and deliver high-quality results, even when facing unfamiliar terrain. The experience gained and the positive client feedback further strengthened our team's capabilities and reputation in the industry.