Applied Art Grows Studio Soybeans And Marketing Ideas for Merschman Seeds

Merschman Seeds came to us for a soybean growth time lapse video. We gave them that and a whole lot more to fulfill their marketing needs.



Applied Art creative director, Eric Sahrmann, truly earned his Iowa citizenship with this project: He became a sound stage soybean farmer for a new spot Applied Art & Technology created with Merschman Seeds. Merschman Seeds is a family-owned seed company headquartered in West Point, Iowa, with dealers in Iowa, Illinois, Missouri, Indiana, Nebraska, Kansas, Tennessee, Kentucky, and Arkansas.


Applied Art was originally contacted by Merschman Seeds to simply create a soybean growth time lapse to pair with a custom music track they had commissioned. But we knew Merschman would need more than just a timelapse to connect with their customers.


“Our creative team came together and developed a concept that speaks directly to soybean farmers,” said Ryan Snaadt, digital marketing strategist. “We landed on a strategy that incorporates the original soybean timelapse idea into a more unified storyline featuring a relatable farm family. Now, Merschman has more content to use across their marketing channels.”


Applied Art shot not only the time lapse, but also drone footage and cutaway shots of the planting process. We cast talent and shot lifestyle footage to represent each season of the growing calendar and the hard work farm families put in throughout.


Oh, and about that timelapse. How exactly do you capture the life of a soybean from seed to sprout...on a soundstage?


“We shot the soybean time lapse in the studio so the light would be consistent. After a few trials, we realized we also had to turn the studio AC off or condensation would form on the inside of our clear containers. I tinkered with different set ups and environmental variables and shot over the course of 6 weeks-- which ended up being a total of 5 seconds of the spot,” explained Sahrmann, newly professional studio farmer.


In addition to the 30 second spot, Applied Art developed a longer version specifically for digital platforms. Our marketing team gave guidance on Facebook Ad campaigns and alternative ways to maximize impact and engagement across digital platforms. The spot started airing on broadcast channels this fall and lives on the Merschman Seeds Website.


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