Commercial campaign · 2025
Scotts Turf Builder.
Scotts Turf Builder.
The need to feed.
Mindshape gave an unfed lawn a starring role. Viva Media directed the live-action shoot for The Need to Feed, a 30-second Scotts Turf Builder commercial about the part of lawn care homeowners can overlook: feeding.
Watch the project
Explain feeding without the lecture.
The brief was to explain why watering alone is not enough, without making homeowners feel judged. Mindshape’s concept put a personified lawn next to its owner, asking for the food it needed. The humour made the product message part of their exchange.
Mindshape brought the concept and script. Viva Media developed the director’s treatment, planned the shots and led the live-action production, with Matthew Watts directing. The agency managed casting, art direction and post-production.
Give the lawn a performance.
The lawn costume hid the performer’s face. That made posture, gestures and the timing of each reaction important. Our treatment used restrained physical comedy and held camera positions, giving the audience time to read the lawn’s reaction before the next cut.
Let the joke play.
A change in stance or a pause could carry the lawn’s frustration. We planned front-on frames and clear eyelines to keep attention on the homeowner, the lawn and their exchange.
Plan the cuts before the shoot.
Location photographs became blocking references and a timed shot sequence. We organised the shots for production, giving the crew a shared plan for actor positions, camera setups and the coverage needed for the edit.
A spring campaign, filmed in autumn.
The live-action shoot took place in October 2024 for the following spring. We planned lighting and framing around an early-season look, coordinating the production crew and camera equipment around the agency’s location and costume.
Mindshape completed the edit with its post-production partners and shared the film publicly in March 2025.
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