The Kubota Grand X had a perception problem amongst serious farmers. The tractor was thought of as a toy and not as capable as some of its competitors. However, the NEW Grand X had been given extra power and was designed for comfort. With a larger cabin space to make long days out in the field less cramped and some well positioned creature comforts the Grand X is a pleasure to drive (even as badly as I drove it). The strategy was clear, the Grand X now needed to be launched as a tractor that was in a class of its own and luxury car commercials provided all the clichés to deliver a memorable campaign. Social media went mad and pushed the campaign beyond its media budget. The commercial was awarded first place at the ACES (Australian Creative Excellence Showcase) as well as the Gold award by the Australian Cinematography Society.
Role: Creative concept / Art Director.