John Deere has always been at the forefront of innovation and tech in agriculture and construction. So, for the opening of the brand’s new office in Austin, TX we developed a tech recruiting campaign focused on how Deere is already leveraging things like AI, robotics, and autonomy to meet the increasing food and farming demands of our world. This mission-based message ran during SXSW in dozens of placements in the heart of Austin to attract tech prospects.

The tech field.

The art direction drew from familiar landscape and agricultural textures which were composed in artistic, graphic arrangements that felt at home both in Austin’s “weirdness” and in the identity of a tech brand. These were expressed in a modern take on the classic John Deere color palette and paired with unexpected angles of equipment.

Run Ride with us.

The recruitment message was expressed on everything from vehicle wraps and animated taxi toppers to digital outdoor and wallscapes—encouraging SXSW-goers to join the global technology mission of John Deere.