Ag in :60
Episodic short-form video series makes agronomic education faster, clearer, and more engaging — strengthening Syngenta’s position as a trusted thought leader.
CLIENT: Syngenta US (Agronomy), Syngenta Thrive
PROJECT TYPE: Branded content, educational video series
SERVICES PROVIDED: Creative strategy, creative concepting, script direction, scriptwriting, copywriting
AWARD WINS: 2025 Hermes Creative Award - Platinum
Project Details
THE CHALLENGE:
Our client Syngenta wanted to explore new, creative ways to position the brand as an agronomic thought leader and help earn more grower trust and loyalty.
THE INSIGHT:
In the agricultural space, educational videos tend to be longer in length, highly technical in content, and similar in visual style and overall presentation. In a world where short-form content reigns, our team proposed doing things differently.
THE IDEA:
We pitched an episodic short-form video series — with emphasis on the word '“short!” Each episode within the series would last only sixty seconds and present a single agronomic topic in a fun, playful way. Featuring a dedicated series host that interacts with a wide variety of illustrated motion graphics, each quick-hitting episode was designed for easy watching (especially on mobile) while highlighting common agronomic issues and top organic search terms.
THE EXECUTION:
After identifying 12 of the most searched-for agronomic topics (across a variety of row and specialty crops, regions, and important times of the year), we compiled research for each topic and dug down into the details, identifying the most important tips, tricks, and technical information to weave into each episode’s script. Scripting and design work occurred simultaneously, as I collaborated closely with the motion designer and art director to create a cohesive, entertaining story for each video — from a detective ID’ing suspects in a lineup to a soybean caregiver swaddling a baby seedling.
To maintain a consistent look and feel across all videos, we developed an illustration system for all icons and motion graphics. This sketched yet structured style allowed for interactive elements with our hired talent, blending live motion and animation together and creating a unique look and feel for the Ag in :60 series. We hired talent, shot and produced a suite of videos at a studio in Raleigh, and got to work on post-production.
THE IMPACT:
Once production concluded, we launched a paid media campaign to promote our video series and encourage views. We ran ads across Facebook, Instagram, and X as well as short teasers and longer videos over preroll, and we saw great success:
Promo campaign generated over 19,000 clicks to our YouTube playlist
Viewers watched across devices, including TV (smart TVs and devices connected to a TV), computers, and mobile phones
Syngenta US gained 71 new YouTube subscribers
After our first batch of videos proved they could perform well, we scripted, filmed, and produced a second set of Ag in :60 videos to keep the edutainment going.
Overall, our client was thrilled with the Ag in :60 video series and the resulting online engagement, and our team was proud to win a Platinum HERMES Creative Award for our efforts. The videos may only be sixty(ish) seconds long, but our episodic infotainment approach truly delivered for our client — in record time!
