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.
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.
Special Thanks to:
Plantpop - https://plantpop.com
Jaz Erenberg - https://jazerenberg.com
Julie Community Center - https://www.thejuliecommunitycenter.org