The Farmer's Wife
Social Media Campaign
Art Direction
Production Design
The Farmer’s Wife Midwestern Dispensaries opened in April 2020 amidst a slew of other dispensaries opening in the newly legal Missouri Medical Cannabis industry. With strict regulations on cannabis advertising, the strategy we took to differentiate from other local dispensaries was by creating thoughtful video and photography assets that integrated with the brand and announced the arrival of The Farmer’s Wife to a rapidly growing market.
We called the campaign “In Full Bloom” to represent the months of brand work and preparation now ready for harvest. Locust Florals sourced local flowers and created sculptural, organic arrangements to support the blooming message of the campaign. The shoot was intended to give a glimpse into the values of “The Farmer’s Wife” without creating a recognizable character of her. The assets show her accomplishing both tasks and leisure, while never showing her face to paint her as a presence rather than a specific person.
The assets were captured with a variety of mediums including film & digital photography as well as Super 8 film in partnership with local photographer Henry Head. The soft approach to photography was intended to bring forward the slow living values of the Farmer’s Wife. In a new industry quickly becoming saturated with dispensaries cashing in on the excitement, we strove to ground the brand in values that were inviting and approachable and would stand the test of time.
