Milk of the Land Digital Campaign

Client: Silk

Project Overview
As the lead Art Director, I spearheaded the production of a series of paid social videos and animated digital banners to support the Milk of the Land campaign, aimed at promoting the delicious taste of a plant-based product lineup. The campaign’s core objective was to drive awareness and engagement, positioning the brand as a leader in the plant-based market while emphasizing taste as a key differentiator.

Creative Challenge
The challenge was to convey the superior taste of the plant-based products while aligning with the client’s brand ethos of sustainability and quality. The assets needed to seamlessly combine visual appeal and brand storytelling across multiple digital platforms.

Approach

• Campaign Photography: For the paid social videos, we crafted visually compelling photography that highlighted the product’s taste appeal and texture, paired with dynamic animation and engaging captions to communicate taste appeal in a concise, shareable format.

• Animated Banners: The digital banners were designed to reflect the vibrant, wholesome aesthetic of the product line, using smooth transitions and eye-catching animations that drew attention without being intrusive. The goal was to create a seamless user experience that matched the energy and style of the social videos.

Results
The campaign achieved strong engagement across multiple platforms, with increased click-through rates on both social videos and digital banners. The combination of vibrant visuals and clear messaging proved effective in creating a lasting impression, reinforcing the brand’s position in the competitive plant-based market.

Agency: Stone Strategy & Design

Photography: Paul Miller