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