My role: Creative director and writer. I originated the “Ducking” campaign, shaped the strategy, led the creative team and oversaw production for an integrated brand relaunch.

Lundberg Family Farms is a real family growing organic rice in Northern California. Their commitment to the land includes something wonderfully specific: rescuing baby ducks in their fields and carrying them to safety by hand.

That gave us a concrete way to tell the brand’s story. The ducks made its care for the environment visible, while the family’s offbeat personality gave us permission to have some fun.

The idea became “Ducking”: a campaign built around a real farming practice and a duck pun that pushes the boundaries of good taste. I carried the idea from the initial concept through the team’s creative development and production.