Case Study
Commodity Classic Brand Activation
For Commodity Classic, I supported the translation of the broader Wilbur-Ellis campaign into a coordinated event experience. The work connected physical booth graphics with media creative, event messaging, digital promotion and post-event follow-up.
The Challenge
A major agricultural trade show requires more than a booth graphic. The experience needed to work across:
- Physical space
- Large-format graphics
- Video and screen content
- Apparel and giveaways
- Geofenced advertising
- Interviews and media relations
- Lead generation
- Post-event communications
Each touchpoint had to feel like part of the same Wilbur-Ellis story while meeting different production requirements and deadlines.
Extending brand systems beyond the page
My Approach & Contributions
The event was treated as an integrated campaign moment, not a standalone booth.
The core message was carried from the physical environment into digital placements and follow-up materials. The post-event postcard used the Wilbur-Ellis campaign language, “You’ve got the vision. We’ll bring the power,” and connected the conversation at the show back to the broader Power to Grow platform.
My contribution centered on creative execution and brand continuity:
- Event and booth graphics
- Large-format production
- Screen and video assets
- Campaign adaptation
- Digital and geofenced creative
- Follow-up postcard
- Production troubleshooting
The Results
This was more than a booth refresh. I transformed campaign creative into an experience designed for physical scale, connecting the event environment with the broader brand journey before, during, and after the show.
The activation combined:
- Booth and environmental graphics
- Campaign-aligned video and screen content
- Staff-facing materials
- Event apparel and promotional support
- Geofenced digital advertising
- Product and brand media messaging
- Follow-up postcard and web CTA
- Media-recap presentation
The 2026 recap records that the event supported thought leadership and product messaging around nitrogen management, replant decisions, early-season weed control, spring planning, adjuvants and evolving ESA guidance. It also documents ten media interviews with outlets including CropLife, Successful Farming, Farm Progress, American Farm Network and RFD-TV.
The work helped create continuity across the full event journey, from initial awareness to the live booth experience and post-event contact.
The follow-up campaign did not rely on the booth alone to carry the message. Instead, the activation extended into geofencing, interviews, retargeting and direct follow-up, allowing the event to function as one part of a larger communications system.
Let's Work Together!
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Phone
(255) 352-6258
San Francisco, CA
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