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Working as an editor at Humanaut I helped create this ad for USDA organic food. We made this 30 minute long ad with the goal of being "The World's Most Skippable Ad"
Over 700 chemicals, from herbicides to pesticides, are used in conventional farming and food manufacturing. The goal of organic food is to skip these chemicals and go for all-natural ingredients instead. Organic food ads showcase the magnitude of all the chemicals you can skip by displaying each chemical, name by name, in the world's most skippable ad.
The thirty-minute video showcases a couple washing dishes and singing (yes, singing) over 700 chemical names. The project took two full days to shoot and several weeks to edit. This was an extremely fun project, but I did have the song stuck in my head for a long time after. Massive shout-out to the leading talent to figure out how to pronounce and sing all of those chemical names.
Even though we were making the most skippable ad, it turned out to be surprisingly unstoppable. Not only was the average watch time 7 minutes long, but far too many people watched all 30 minutes with some watching multiple times!
