Writer/Director

Client: PlantPop

Logline: A short film exploring the connection between people and plants thru the work of muralist Jaz Erenberg

Strategy & Narrative Logic

PlantPop’s platform drives appreciation for the horticultural world by telling human-centric stories rather than focusing strictly on plants.

  • The Human Angle: Shifted the focus away from traditional plant imagery and onto muralist Jaz Erenberg, using her personal history and creative practice to build an immediate human connection.

  • Academic Research Link: Film is guided by Parasocial Interaction Theory (Horton & Wohl, 1956) building a strong sense of media-driven familiarity with the artist first, lowering audience barriers before introducing the broader brand theme.

  • Emotional Context: Replaced dry, technical horticultural facts with a personal story, making the subject matter approachable and memorable for a broader audience.

A woman with curly hair smiling on a film set, sitting in front of a camera, with professional filming equipment around her.
A professional video recording setup in a room with cameras, lights, and a stool, aimed towards a background with blue walls, windows with blinds, and decorative artwork.
Two cameras are mounted on tripods, set up in a room with wooden flooring, near windows with blinds, a wooden table with equipment, and a wicker chair with a cushioned seat near a staircase.

Outcomes & Asset Value

The film successfully launched as an exclusive private premiere before transitioning to PlantPop’s public YouTube channel.

  • Multi-Phase Reach: Maximized the content lifecycle by driving engagement at a live event first, followed by digital distribution months later.

  • Perpetual Monetization: Provided premium, branded intellectual property that PlantPop owns and can leverage indefinitely for platform revenue.

  • Brand & Technical Alignment: Delivered a polished, broadcast-ready master that met technical specs while seamlessly matching the platform’s curated visual aesthetic.

A woman with curly hair smiling while sitting on a stool on a film set. Behind her, there is a flag, chairs, an easel, and windows with blinds. A camera with a mounted microphone and a boom pole are set up for filming.

Special Thanks to:

Plantpop - https://plantpop.com

Jaz Erenberg - https://jazerenberg.com

Julie Community Center - https://www.thejuliecommunitycenter.org