THE BLOG

We’ve all been there, working those late hours to get your presentation where you want it before your big account meeting, or creating concepts for new logos for a client. It’s a little scary but worth it.

As videos are becoming more important in storytelling for all aspects of content marketing, our Creative Director, Mark Sorensen, and Videographer, Caleb Hall produced a self-promo to flex our creative muscles and showcase what we can do with our in-house video capabilities… in a matter of 3 weeks! Featuring actors Phillip Covin and Kate Kovich, the short film has been shared by PR Week.

Watch the video here:

Working Late at Seed Factory

While a lot of times on our blog we talk about the work we’re proud of, our amazing clients, and our thoughts on the communication industry, we also think it’s important to share some behind-the-scenes insight into our agency culture and processes. Our small yet scrappy team is filled with creative individuals who all bring their diverse background and experiences to the drawing table. Check out some of the things that inspire them to create their best work:

Madison Bledsoe, Account Coordinator

When I write, I love listening to classical music. There’s so much variation in the genre, so I can pick out the exact mood of music that fits how I’m feeling that day. If I need something energizing, I put on Vivaldi. If I need to relax and focus, my go-to is Yiruma. My absolute favorite classical album, and the one I often default to, is called “Flowers From Froso Island” by the composer Wilhelm Peterson-Berger. It’s a single-piano album written entirely about an island off the coast of Sweden. Classical music is a perfect backdrop to creating excellent content because it’s intelligent, creative and it doesn’t have any words to distract you from what you’re trying to articulate!

Caleb Hall, Video and Design

In video production, inspiration can strike anywhere at anytime and must be retained until it can find its natural place to be unleashed. When on set, in terms of lighting and shooting, I’ll often have video essays on the brain. I also like to do research on other filmmakers and the decisions they’ve made and why they made them. This drives me to try and bring out the beauty in any location and shape and bend the light to create an interesting frame for the subject matter.

Once I’m in the editing room the inspiration is purely driven by the story, what story is being told and most importantly how it wants to be told. I begin to experiment and try different things to feel the natural rhythm and pace of the edit. After that I’ll bring in music and start experimenting with color. I’ll sometimes reference other color grades to get a direction of where I think the piece feels most natural versus how far I can push it. During every step of the process the experiment begins again, as I try different things and see what feels best for the piece and drives the story.

All decisions made must work in harmony to tell a compelling story and engage an audience. My main inspiration is the idea of telling that story.

David Kim, Senior Designer

I draw a lot of inspiration from the neighborhood we work in. I walk around the area for thirty minutes most days, which gets me away from the computer and exposes me to different people, colors and visuals that bring new ideas to my work.

Angie Maddox, Partner and PR Director

I am constantly inspired by being exposed to new clients, new challenges and new ways to think of solving a business case. When we started Seed Factory, we never wanted to be a niche agency that only focuses on one industry or category. We love to learn, inquire, explore and understand while challenging our way of thinking and approaching a situation. What we can take from other diverse experiences always gets us to a better place. One of the most fascinating and interesting parts of our time at Seed Factory is uncovering an insight or nugget that we hadn’t thought of before. A different way to approach a business challenge – whether it’s in the non-profit sector or the building products industry. My inspiration personally comes from asking questions, meeting new people, reading non-fiction, exploring and collaborating with different industry veterans. While marketing and channels have greatly evolved over the past two decades, the foundation of what drives someone to learn is still so important and inspirational to me.

Marcella Tabares, Associate Account Executive

Something that keeps my creative juices flowing is being able leave my desk and work from different locations in the office. I find ease in creating a client’s social media calendar at one of the office’s standing desks or sitting on one of our comfy couches when I need to read over a press release. Not only does it increase creativity, but it helps with productivity.

Mark Sorensen, Partner and Creative Director

To me, I don’t consciously take my creative inspiration from anywhere, but I do know that going through life with curiosity about everyday things and truly practicing my observational skills, you will subconsciously use what’s in your library of life learnings. I also know that routine is an enemy of creativity. Being on auto-pilot is not where original thoughts come from, and to me, creativity is simply about having original thoughts. Since I’ve been brought up as a “creative in advertising” it’s all about using creativity to solve problems. Often times the marketing problem or brand positioning is not new or unique, but if you can think of a new, creative way of saying or showing a solution, that’s a win and that’s the power of great creative. Often times I have no idea where my creative inspiration comes from, but you have to put in the time and effort. Even if I can’t consciously get to a creative solution while “I’m putting the time in”, I’ve been doing this long enough that I know my subconscious will solve it at some point in the future (Which is also why it can be hard to put a price and timeline on creativity).

Eddy Hodgson, Brand Strategist

The best way of inspiring creativity in myself is to draw off of the creativity of others. Fortunately for me, I’ve worked in advertising, so I’ve had lots of excellent choices readily available. But not everyone can walk a few feet away to a cubicle to chew the fat with a legendary copywriter or art director. No matter, because everyone does have access to podcasts. Yup. Podcasts. And there are few that I listen to for this very reason…to get me out of a creative glut.

My favorite of these is a podcast called Magic Lessons. In this series, author Elizabeth Gilbert interviews people about how they overcome the fears that are inherent in the creative process, calling up famous creatives to get their input and approach. Very inspirational. Similarly, Being Superhuman is a podcast that interviews people who have achieved ‘superhuman’ performance in their field and explores the strategies they use. It’s a reliable source of insight into the lives of people who live at extremes, providing me inspiration for developing ways to meet the creative challenges I may be facing. Finally , there’s the TED Radio Hour, which as its name suggests, are TED Talks repackaged into the radio format, with talks focusing on the emotions, insights, and discoveries that make us all human…very relevant stuff in my line of work. Listening to one or two episodes gets me out my own routine perspective and helps me realize how the things I look at in my work – and in my own life – can be connected.

Staff Highlight- Our Creative Inspirations

It’s been a busy summer for the Seed team, with exciting new branding assignments, video work, initiatives for the CDC Foundation and securing influential media coverage for our B2B and B2C clients. For some of our PR wins, we’ve flexed our best media muscles to secure earned media coverage, product placement and influential award listings for clients across multiple categories and industries. Included below are some of the highlights our PR team is proud to have been a part of:

Men’s Health (Influencer Reach: 1.8M) 

Men’s Health, the best-selling men’s magazine in the American market, highlighted Vibe Kayaks product in their May issue. The Element 45 Cooler was cited in the “Summer Gear” section, which recommended the unit as “The Upgrade” cooler to readers. The half-page feature includes beautiful product photography of the Vibe cooler holding drinks and ice.

The Profit (Influencer Reach: 500K)

As part of our product integration efforts for many of our clients, we successfully place brands in influential television shows and movie scenes, at no cost other than the product being donated. These placements have included Jurassic World, HGTV, Treehouse Masters, Save Our Shelter, and Cabin Fever, among others. Our latest placement is on the reality-TV show The Profit, a CNBC program about small businesses. The episode features a KNAACK JOBMASTER Chest in multiple shots, including the foreground of a scene.

Better Homes and Gardens (Influencer reach: 7.6M)

The July print issue of BH&G (a magazine that needs no introduction!) featured a summer “Tools and Tips” guide of the best products for DIYers. The guide included the Dual Purpose Ladder from our client, Werner Ladder, and included a great product shot for extra visibility!

New York Times (Influencer Reach: 30.1M)

The Times recently published an article in its travel series, What to Pack for a Trip to Boise, Idaho. This article recommended readers to plan a water adventure during their visit, and suggested that the Vibe Sea Ghost 130 is a comfortable and easy-to-paddle kayak to bring to Boise when planning a road trip.

Business Insider (Influencer Reach: 36.8M)

Business Insider’s gear review guide, “Insider Picks” is an industry leader in product reviews of all types. This summer they’ve covered two products for our client, Vibe Kayaks. The first review, The Best Kayaks You Can Buy, named Vibe’s Sea Ghost 110 and 130 kayaks as the best ocean sit-on-top kayaks:

“The Vibe Sea Ghost matches just about all the best designs from the best kayaks around but at somewhere around half the price. While it’s a bonafide fishing kayak, it maintains sleek lines, a luxurious and adjustable mesh seat, and accommodates most paddlers, along with most of their interests.”

The second review from Business Insider, The Best Coolers You Can Buy, includes Vibe’s Element 70 Cooler with Wheels- a part of the company’s own cooler line. The cooler is a recommended product in two market categories: “The Best Rolling Cooler” and “The Best Cooler for Long Term Use.”

Family Handyman (Influencer Reach: 1.2M)

This outlet is one of the most influential publications in the consumer DIY and home renovation industry. Its topics include best practices and tips for yard work, house repairs and organizational projects. In August, they included a review of the PACK RAT box, an organizational unit for trucks manufactured by our client, WEATHER GUARD:

The PACK RAT® works great to secure my tools, fishing gear, ratchet straps, tow straps and all sorts of other valuables.”

Inc. Magazine (Influencer Reach: 719K)

Inc. creates the notorious Inc. 5000 list every year, highlighting America’s fastest growing private companies in all market sectors. This year, Vibe Kayaks made the list at number 137! Their name was included in the print publication’s August issue.

Roofing Contractor (Influencer Reach: 25K)

In August, our client Atlas Roofing partnered with the non-profit Veteran’s Community Project to construct houses for homeless veterans. Roofing Contractor, a leading outlet in the roofing sphere, covered the event with a full-length article.

If you’d like to keep up with more of the awesome coverage that we are getting for our clients, follow us on Instagram, Facebook and LinkedIn!

Highlights from our Summer PR Successes