Harris Farm Markets “IMPERFECT PICKS”

Harris Farm Markets “IMPERFECT PICKS”

Director — TVC · 2014

Harris Farm Markets launched a campaign to encourage shoppers to embrace imperfect produce. Every day, thousands of tonnes of fruits and vegetables are discarded due to their appearance and size. Their agency, Workshop, devised the creative concept “Imperfect Picks.” I collaborated closely with the team to direct a challenging one-shot wonder that showcased the imperfect produce on a grand scale.

We vertically mounted a massive zoom lens and camera, which slowly counter-levered back to reveal our display. Complementing the “Imperfect Picks” commercial was an online video that provided a behind-the-scenes look at a photoshoot for the campaign.

  • Still 1 from Harris Farm Markets “IMPERFECT PICKS”
  • Still 2 from Harris Farm Markets “IMPERFECT PICKS”
  • Still 3 from Harris Farm Markets “IMPERFECT PICKS”

Creative Agency: Workshop

Producer: Robbie Moore

Director: Aaron Petersen

Director of Photography: Robert C Morton