Tasked with creating an experience that would bring the brand’s regenerative agriculture journey to life, we created an ‘Infinite Farm’  in the heart of East London.

A mirrored cube juxtaposed the city skyline with the verdant potato fields of McCain’s farms. Thousands of hand crafted paper wildflowers, potato plants and wildlife paired with an immersive 360 soundscape and story, voiced by Vinnie Jones, transported consumers to the hyper-stylised world of a McCain Regen Farm. The Infinite Farm distilled an often complex topic into a Gen Z focussed, content driving experience.