This Costa Farms video was created to reintroduce the brand to consumers as more than a plant supplier and reposition it as a lifestyle brand rooted in self-expression, joy, and everyday living. At the time, the plant category was visually uniform and functionally driven, with little emotional differentiation. The opportunity was to shift the narrative from product care to personal connection.

Agency Squid developed a video concept grounded in real consumer behavior, showing how plants live alongside people in authentic, imperfect spaces. Rather than aspirational perfection, the work leaned into lived-in environments and relatable moments, reinforcing Costa Farms as a brand that understands how people actually use plants in their homes. This approach humanized the category and gave Costa Farms a distinctive emotional edge.

From a strategic perspective, the video was designed to function as a flexible campaign asset across paid social, digital video, retail media, and brand channels. Creative decisions around casting, pacing, and visual composition were intentionally restrained to ensure the work felt credible and scalable, not trend-driven. The video served as both a brand-building moment and a performance-ready asset within a larger always-on campaign system.

The importance of this work lies in how it helped Costa Farms transition from a white-label grower to a consumer-facing brand with cultural relevance. By leading with emotion and lifestyle rather than instruction, the video supported increased brand recognition, stronger engagement, and long-term equity in a previously commoditized category.
So grow yourself. Grow plants.

Through the last 61 years Costa Farms has been growing and have seen a lot of changes. With the introduction of a new brand, Costa Farms wanted to highlight all types of growers. All Thumbs Are Green is an invitation for those to join on their plant journey - whether you're just starting out or have decades of experience.