The Creative Challenge
Two Strategic Bets on the Future of Gardening
Miracle-Gro asked a big question: how do you make gardening feel modern, expressive, and worth talking about for a generation that turns every hobby into identity? I didn't give them one answer. I gave them two.
Client –– Miracle-Gro (ScottsMiracle-Gro)
Project –– 360° Campaign Development
Season –– Spring 2026
Scope –– 2 Full Campaign Concepts
The Brief
Building an American Modern Brand
For generations, gardens symbolized care, patience, and pride. But today's consumers engage for creativity, therapy, sustainability, and self-expression. Miracle-Gro has helped millions grow plants — but the next generation of gardeners want more than "how-to." They want "why now."
The assignment: develop two 360° creative campaign concepts that redefine gardening as a form of self-expression and wellness, targeting emerging gardeners aged 25–40. Each concept needed to include a full campaign ecosystem — from hero film to yearlong rollout plan.
The Strategic Insight
Same Product Truth. New Emotional Frame.
Miracle-Gro has always owned the functional promise — plants grow bigger. But the next generation doesn't buy for function alone. They buy for meaning. The opportunity was to reposition the same product truth as an emotional benefit, then build two completely different campaign worlds around that shift.
