the food effect

Working with Land O'Lakes to show the world that they're more than a butter company, we went to SXSW to start an important conversation about the future of food and the role of agriculture in that future. I helped lead the creation of an immersive experience that included a campaign identity, environmental design for a gallery space, experiential design for five exhibits and a 360° mobile experience.

case study

Our team concepted, prototyped and designed interactive exhibits that challenged guests to consider different perspectives on hot button issues like GMOs, global warming and food insecurity. 8,137 attendees passed through the space over four days with an average dwell time of 40 minutes. An onsite survey revealed that 83% of attendees now see Land O’Lakes, Inc. as a forward thinking company.

Gallery space entryway invited visitors to have an open mind.

Dichroic film, which shifts in color as your eye moves past it, covered the windows.

Lounge area with iPads featured branded content and details about each exhibit.

Exhibit 1: An SUV covered in dirt helped visualize how soil is a powerful ally in the fight against global warming.

Exhibit 2: A robot recreated advanced field mapping used on today’s farms in a painterly way, resulting in a new mural in the space each day.

Exhibit 3: We gave people struggling with hunger a voice. Every recording attendees listened to equaled one meal donated to a person in need.

Exhibit 4: An Instagram-worthy photo opp…

with an immersive video about the future of farming inside.

Exhibit 5: A giant interactive DNA helix allowed visitors to fight diseases and farm deserts.

Each player had 60 seconds to solve a pattern puzzle.

And every correct answer resulted in a 5-second light show.

style guide

We created a flexible system that worked for everything from gallery walls to banner ads to wristbands.

ephemera

thefoodeffect.com

In addition to the physical experience, our team created a 360 interactive experience in partnership with National Geographic.

Client: Land O'Lakes
Agency: Colle McVoy | 10 Thousand Design // Creative Director: Mark Andersen // Design Director: Sam Soulek // Senior Design Lead: Clarissa Hernandez // Interactive Designer: Cole Spiess // Experience Designer: Kezra Cornell // Art Directors: Lydia Lee + Taylor Snyder // Copywriters: Danny Walsh + Tricia Cornell

The Food Effect

the food effect

case study

style guide

ephemera

thefoodeffect.com