The conversation around seed often gets grossly oversimplified to: heirlooms good, GMO’s bad. The truth is more complex. Seed Matters advocates for the improvement and protection of organic seed to ensure healthy, nutritious, and productive crops to feed people now and in the future. Turns out it’s not just agrichemical companies that are “feeding the world.” To educate people about seed issues and the benefits of organic seed we engineered a seed of our own — an organic one that could talk: Mr. Seed. We landed comedian Pete Holmes to voice the character. We attached Buck, a truly rad collaborator, to develop the character, his world and animate the story. The aptly named Antfood brought a wry sensibility to the soundtrack of the film. And after a gajillion hours of rendering time, Mr. Seed blossomed into the foul-mouthed messenger of food truth justice that he was born to be.
“Just like us, The Butler Bros are passionate advocates for organic seed systems. They provide just the kind of creative s**t you need for a great organic campaign.”
—Thao Pham, Executive Director of Clif Bar Family Foundation
Spreading the Word
Since Mr. Seed looks more like a new film from Pixar than a cause campaign, we chose to promote it like a movie. We took key moments and images from the film and turned them into bite-sized pieces of content for social media.
Concept by Butler Bros:
Creative Directors: Adam Butler, Marty Butler Art Directors: Allie Nordstrom, Marty Butler Copywriters: Jeremy Spencer, Ryan Honey, Erik Enberg, Adam Butler Designers: Craig Crutchfield, Hoang Nguyen Producers: Vincent Calderon, Bridget Liddy, Christine Lopez
Directed by BUCK:
Executive Creative Director: Ryan Honey Executive Producer: Maurie Enochson Creative Director: Joe Mullen Head of CG: Doug Wilkinson Producer: Emily Rickard Production Coordinator: Kaitlyn Mahoney Art Director: Laura Yilmaz Character Design: Joe Mullen, Kenesha Sneed Storyboards: Laura Yilmaz, Kendra Ryan, Craig Yamamoto Concept Art and Matte Paintings: Laura Yilmaz, Scott Huntsman, Susan Yung Design: Laura Yilmaz, Joe Mullen, Susan Yung, Scott Huntsman, Audrey Lee, Rasmus Bak, Xoana Herrera, Vincent Tsui, Jenny Ko, Kenesha Sneed CG Lead: Alex Dingfelder Modeling: Eric Pagtaconan, Wing Sze Lee, Michele Herrera, John Niehuss, Mingoo Park, Jens Lindgren, Eyad Hussein, Alex Dingfelder, Arvid Volz, Brice Linane, Rie Ito Look Development Lead: Alex Dingfelder Look Development: Wing Sze Lee, Eric Pagtaconan, Michele Herrera, Jens Lindgren, John Niehuss, Mingoo Park Rigging TD: Ernesto Ruiz Velasco Character TD: Eyad Hussein, Ernesto Ruiz Velasco Pipeline and FX TD: Albert Omoss Additional Rigging: Lee Wolland Animation Director: Alessandro Ceglia 3D Animation: Alessandro Ceglia, Tyler Lancaster, Dony Permedi, Adam Floeck 2D Screen Animation: Vincent Tsui, Debora Cruchon, Rafael Araujo, Nicole Stafford Lighting Direction: Alex Dingfelder Lighting: Wing Sze Lee, Jens Lindgren, Alex Dingfelder, Eric Pagtaconan, Michele Herrera Compositing Lead: Alex Dingfelder Compositing: Wing Sze Lee
Pharm Foods Commercial:
Design: Gunnar Pettersson Animation Director: Laura Yilmaz Animation: Laura Yilmaz, Kendra Ryan, Nick Petley, Vincent Tsui, Rafael Araujo, Debora Cruchon, Nicole Stafford
Associate Creative Director: Kevin Walker Design: Rasmus Bak Animation: Rasmus Bak, Esteban Esquivo Music and Sound Design: Antfood Voice of Mr. Seed: Pete Holmes