The Challenge
After years of development, Syngenta’s Victrato seed treatment was finally ready for its official launch – but the 100-strong advisor audience arriving in Brisbane already knew the product well. The challenge wasn’t ignorance; it was familiarity. Syngenta needed the event to feel genuinely momentous rather than a repeat of everything advisors had already seen, which meant the look, feel, and collateral had to signal immediately that this was something different.
The Idea
thebox was brought on as creative lead, responsible for establishing a visual direction that all event partners would follow. Working within Victrato’s brand guidelines, we developed a visual mark for the event – The Future of Cereal Protection – to anchor everything with a sense of occasion and forward momentum. In this way, we could honour the weight of the moment without letting it feel like a standard product presentation.
The Solution
From the campaign mark, we built out an event experience – Hero Video, Loop Video, bespoke PowerPoint Presentation Design, Launch Signage, Floor Decals, Media Wall, and Wayfinding. The standout piece was a Journey Animation tracing Victrato’s story from its origins as a molecule program in 2008 all the way through to launch, giving the audience a sense of just how significant this milestone truly was. Everything worked together to create an environment that felt cohesive, considered, and celebratory.
The Last Word
When the room came together on the day, it delivered exactly what Syngenta had hoped for: an event that felt as significant as the product it was celebrating.
What We’ve Done
- Campaign Development
- Design
- Signage Solutions
- Video Production
- Animation
- Project Management