Here’s How to Make Tractors into a Tech Company

Most people think of John Deere as an agriculture or construction brand. Many people don’t know it’s a technology company with some of the best engineers in the world. The brief was helping the market see them that way.

The strategy was to take a page from the automotive playbook: launch new machines like performance vehicles, not just equipment. As Creative Director, I led the debut campaign leading up to CES, positioning Deere’s innovations with the kind of anticipation and production value typically reserved for car launches.

The result helped reframe the brand: not just heavy machinery, but precision tech built for the future.

Role: Creative Director