Documentary Creative Strategy Virtual Reality

Whole Foods Market & The Humane Society

Documentary + Creative Strategy + Virtual Reality

... min read


In 2015, Whole Foods Market and the Humane Society of the United States approached Emergent Order with an unusual request: Produce a feature film that inspired compassion for farm animals and helps American consumers understand the significance of their food choices. Nine months later, we released At the Fork in 55 theaters nationwide. Directed by John Papola and produced by Emergent Order, our documentary has received overwhelmingly positive reviews from audiences and critics, achieving a 100% fresh rating on Rotten Tomatoes. To support At the Fork, we designed a multi-platform amplification campaign featuring trailers, websites, social posts, paid advertisements, screening kits, email newsletters, a mobile app, and a virtual reality tour of the farms featured in the film.