Harris Farm Markets “Imperfect Picks”


Harris Farm Markets started a campaign to encourage shoppers to buy ugly. Thousands of tonnes of produce is thrown away every day because of imperfect appearance and size. Their agency, Workshop, came up with the creative “Imperfect Picks.” I worked closely with the team on directing a challenging one-shot wonder that exampled the imperfect produce on a scale. We vertically mounted a massive zoom lens and camera to slowly counter-lever back and reveal our display.

Supporting the “Imperfect Picks” commercial was an online video showing behind the scenes of a photoshoot for the campaign.

Producer: Robbie Moore  |  Director of Photography: Robert Morton  |  Agency: Workshop