The Food Effect by Land O’Lakes

Experience

FoodFuture

Land O’Lakes wanted to bring an important conversation about the future of food to SXSW. We designed an experience that emulated everything this dialogue should be: approachable, transparent and full of varying perspectives. In the end, we turned honest conversation into one of the festival’s hottest attractions.

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From designing the building’s facade to outfitting the street team, we branded every inch of the 11,000-square-foot experience.

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We concepted interactive exhibits that challenged visitors to see different perspectives on food’s hot-button issues.

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This exhibit achieved two goals: a captivating photo set for social media and a captive audience for an immersive video about the future of farming.

The conversation continued well beyond the experience through a content partnership with National Geographic.

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A 360-degree web experience on NationalGeographic.com let people explore futuristic farming operations packed with learning opportunities.

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Client

Land O’Lakes

Role

Experiential Design, Interactive, Brand Identity, Copywriting, Content Partnership
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