Agency: HLK
Role: Senior Art Director
Your Edge is In the Air
Pivot Bio
From the Air to Your Roots
Your Edge is in the Air was the pitch campaign that helped win HLK with Pivot Bio’s business by proving we could help make PROVEN 40 easier for farmers to understand and trust.
Farmers are looking for more efficient ways to manage nitrogen, but reducing synthetic nitrogen still feels like a major leap. Our strategy took the insight of “Nitrogen that’s always on” reframed PROVEN 40 around a simple, memorable idea: “Your Edge is in the Air.”
That idea brought the science forward by showing how PROVEN 40’s microbes worked continuously to convert nitrogen from the air and deliver it to the plant. It gave the brand a clear point of difference and helped farmers see PROVEN 40 as a smarter, more consistent way to gain an edge in the field.
