BUILT ON FREEDOM.
ROOTED IN THE LAND.
Integrated Brand Campaign | 2026
Building community through storytelling, shared values, and integrated campaign experiences.
A multi-platform brand campaign designed to deepen emotional connections with landowners, strengthen brand affinity, and create meaningful engagement through storytelling, merchandise, advertising, and digital experiences.
ROLE:
Director of Creative & Brand Strategy
DELIVERABLES:
• Campaign Strategy
• Video Production
• Content Marketing
• Limited Edition Merchandise
• Print Advertising
• Digital & Social Activation
• Community Engagement
In rural America, land represents something much bigger than property ownership. It represents freedom, legacy, stewardship, and family.
“Built on Freedom. Rooted in the Land.” was created to celebrate these values while strengthening emotional connections between the brand and the communities served.
Rather than developing a traditional advertising campaign, we built an experience that invited people to participate in a shared story.
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Conceived and developed the "Built on Freedom. Rooted in the Land." campaign platform.
Identified emotional storytelling and shared values as the campaign's central theme.
Created an integrated activation strategy spanning video, content, merchandise, and advertising.
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Wrote campaign video scripts and storyboards.
Developed shot lists and directed production planning.
Oversaw creative execution across all campaign touchpoints.
Designed campaign visuals and creative assets.
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Designed the limited-edition patriotic LandGuys logo.
Concepted and launched the limited-edition apparel collection.
Created merchandise mockups and rollout strategy.
Developed supporting promotional assets.
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Directed campaign execution across print, digital, social, and internal communications.
Managed campaign timelines and vendor collaboration.
Ensured a cohesive brand experience across every audience touchpoint.
Storytelling as the campaign centerpiece.
The campaign intentionally moved away from property listings and focused on storytelling. By centering the film around children, family traditions, and the emotional connection people have to the land, the video reinforced LandGuys' position as a trusted rural real estate brand.
LIMITED EDITION APPAREL
Creating Participation Beyond the Screen
The collection helped transform audiences from viewers to participants, giving people a tangible way to connect with and share the campaign.
✓ Expanded campaign reach beyond digital channels
✓ Strengthened community identity and brand affinity
✓ Encouraged organic sharing and engagement
CONNECTING THROUGH STORIES
Building Trust Through Storytelling
This article transformed a national milestone into a deeply personal reflection on land, family, and legacy, inviting audiences to participate by sharing stories of their own.
✓ Audience engagement strategy
✓ Community storytelling initiative
✓ Built trust and emotional connection
PRINT CAMPAIGN | AGRINEWS
Extending the Story Into Trusted Ag Media
A full-page print campaign placed the brand message in front of farmers and landowners through one of the Midwest's most respected agricultural publications.
✓ Multi-channel campaign integration
✓ Expanded reach through targeted print media
✓ Reinforced brand credibility and awareness
Campaign Impact
523,000+
Campaign reach across paid and organic social
Website clicks generated through campaign advertising
42,000+
Integrated campaign touchpoints
6+
1
Unified story connecting landowners through freedom, family, and legacy.