Commodity Classic 2023
Client: Bayer (via Osborn Barr Paramore)
Creative Direction: Mike Maurer, Zach Hicks, Eric Tatham
Art Direction: Patrick Milford
I provided creative support to Osborn Barr Paramore for their work on Commodity Classic 2023 — a massive annual agricultural convention. CC23 took place in Orlando, Florida and Bayer pulled out all the stops for their DeKalb and Asgrow brands. An immersive AR booth at the convention, tricking out the entire Hilton Orlando Hotel, their “Best in Field” award ceremony, and capping it all off with a concert at Hard Rock Universal.
Fittingly, the theme for CC23 was “Record Breakers” — which included some really fun musical imagery and messaging to encourage growers to try and break their own yield records.
OBP’s creative team had already established a look and feel for this event so the heavy lifting was in adapting that visual identity across dozens of touchpoints. I was responsible for all the hotel pieces — window clings, soffits, columns, elevator wraps, directional signage, backdrops, and more — as well as social media content and animated graphics for the concert.
