Corteva AGRISCIENCE
I built a library of over 100 images with the help of photographer Joey L to tell the story of the modern farmer and the food they grow.
We set out to capture an industry that the general population is extremely removed from and knows little about, a mission to capture modern farming across the world.
Since then we’ve traveled to 7 different countries and met hundreds of people that are doing their part to feed the world. We’ve heard their stories, their triumphs and hardships, embraced their cultures, had meals with their families. I’ve experienced how farming differs in different parts of the world, how it's evolved into a massive technologically and scientifically advanced industry and how vital progress is in securing our future.
Agency: Ogilvy & Mather New York
The Faces of Farming PHOTO LIBRARY
A photo library of images shot to be used across all communications globally.
ECD: Mike Hahn | Photographer: Joey L.
NYSE OOH
We showcased the photography in an OOH takeover around New York City to celebrate the company’s IPO on the New York Stock Exchange. We brought the farmers to the big city by utilizing life-size media buys to feel as if the farmers were walking among us.
ACD: Melissa Hoke ECD: Mike Hahn
My FEED
When I was originally brought onto this brand, I was told by an incredible strategist that this company was comparable to NASA. I remember thinking ok, cool? But how does farming, how could farming EVER compare to the endless possibilities of space and the future? What I later realized was that while farming lacks the appeal of interstellar exploration and astronauts, farming and food stability are arguably the biggest obstacles our world is facing today. We need the smartest minds and the most advanced technology to move forward, much like space exploration did 80ish years ago.
That insight could not be more true, farming and farmers need our attention. In a world where a population is increasing and natural resources are declining, food will be harder to come by. This is a harsh and disturbing reality. There are a million statistics to support the need for advancements in farming and the improvement of a farmer’s life. The pressure farmers feel daily is unimaginable, your livelihood and success often being impacted by things you can’t control, like a lot of rain… or none at all. The farmer suicide rate is profoundly high, the weight of the world being quite literally on their shoulders. We must champion, support, and revere farmers in a way no one has before.
What I saw and experienced. And some shots to show my boss I was productive and responsible while unsupervised on the other side of the world.
