CULTIVATE ASSEMBLY | REIMAGINE PURPOSE
[PART TWO]
“The business that doesn't exist. The florist with no flowers. The brand launch with nothing to sell.”
If Part One of Cultivate Assembly’s Reimagine Purpose campaign planted the seed of creative rebellion, Part Two let it grow wild in suburban soil. A backyard became the unlikely birthplace of a florist business that would never actually sell flowers.
This was where our collaboration truly hit its stride. Over five days, we ideated, curated, sourced, and envisaged what would become Everything's Coming Up Sunflowers. Every time Renee would hit me with an idea it only fuelled my own “but what about” response—this project became all about finding the solutions for yet another possibility, another angle, another way to push the boundaries of what a campaign could be.
The suburban setting was deliberately chosen chaos—clotheslines as backdrops, cricket being played in the background, highlighting the mundane became the only strategy. We were creating “a shot” of a single-variety event florist that existed purely to prove that your weirdest ideas aren't liabilities, they're secret weapons.
The afternoon of the shoot, we dodged storms to have only minutes to capture this one shot campaign—wrangling kids, sprinklers, balls, adults, props—we stepped into the chaos in the most majestic ways! Capturing our one-shot goal in just six takes.
When people began trying to book a florist that didn't actually exist—that's when I knew we'd captured something magnetic—the power of deliberate differentiation in its purest form.
The beauty of this middle act was its grounded rebelliousness. While Part One was mystical and forest-bound, Part Two proved that creative courage could bloom anywhere, even in your own backyard.
