Looking to box up to a wider audience, the owners of Field Good saw an opportunity to not just modernise the farmers market model by taking it online – but to also take on the supermarkets and challenge them to do things in a more planet-positive way.

During my internship at Land of Plenty, my job was to develop ideas for the campaign photography, animation and mock-ups. I also took up some art direction; mood-boarding the shoot, planning the photo shoots, sketching thumbnails and sourcing materials for shoot day.

We came up with this super fun and friendly concept including miniatures to facilitate Field Goods’ copywriting and adding to the brands’ character.