Bowery Farming is a vertical indoor farming and AgTech company producing pesticide-free leafy greens and herbs through a fully controlled growing system.
As Bowery prepared for a major brand launch, the challenge was not only introducing consumers to an unfamiliar category, but making a highly technical product feel culturally relevant and emotionally engaging.
As Bowery prepared for a major brand launch, the challenge was not only introducing consumers to an unfamiliar category, but making a highly technical product feel culturally relevant and emotionally engaging.
The Opportunity:
Much of the category communicated through either hyper-scientific messaging or polished food porn. Leaning away from lettuce beauty shots, (just kidding, we did end up putting some in eventually), we saw an opportunity to give Bowery a more human and emotionally resonant voice.
At a moment defined by cultural exhaustion, negativity, and post-pandemic fatigue, we positioned Bowery as a small but genuine source of optimism. Covid was a strange time. This campaign reflects that strangeness.
The Campaign:
This thinking led to “Feel Good Greens,” a campaign built around the idea that while everything else might be chaotic, at least your lettuce could still be good.
Using humor, absurdity, and self-awareness, the campaign contrasted everyday frustrations with Bowery’s fresh produce through witty copy, playful animation, and an intentionally imperfect visual world.
The platform extended across OOH, social, digital, animation, retail, and experiential — including a full subway station takeover at Lafayette/Broadway in New York City that helped establish Bowery’s urban identity and visibility at launch.
The Visual Language:
The visual system embraced bold colors, hand-drawn illustrations, expressive typography, and offbeat compositions that intentionally moved away from the clean, sterile aesthetic common within the category.
Rather than feeling overly polished or overly technical, the campaign was designed to feel human, optimistic, and culturally aware while still reinforcing Bowery’s sustainability mission.
We also made 6 :15s and cutdowns for each of them.
Each spot followed a similar format, with different relatable subjects along the way.
Along with the animations, we also created an entire static out of home campaign that was then displayed all over New York City—including a full take-over of 3 hubs in the city.
Here is some of the scaffolding that held the campaign together. Illustrations by Lauren Boglio.
And some of the great press it received.
