Jeff Luker for Nellie’s Free Range Eggs: Redefining “Free Range”
When you’re in the egg aisle, “free range” can feel like one of those phrases that has been repeated so often by so many that it’s starting to lose its meaning. And for kids, who are too often “over-scheduled and over-teched,” it may not mean anything at all. Enter the recent campaign Jeff Luker shot for Nellie’s Free Range Eggs with NY agency, Fig. The creatives sought to bring back that boundless feeling of freedom by setting a band of kids loose on a sprawling Austin property. They “wanted the project to be very freewheeling and spontaneous,” Jeff told us, “so we came up with a bunch of fun things to do around the ranch and let the kids go wild.” Another requirement for their Free Range Living concept was that it feel “messy and crazy, just like being a kid is,” so the team’s stylist, Jane Black, assembled a homemade, mismatched wardrobe, then asked the kids to roll around in some dirt for a played-in effect. (As expected, the kids thought this was “the best thing ever.”) Jeff infused the scene with his own stylized, nostalgic feel, which we can’t help but connect to our own childhoods.Producer Stacy Scarsella at Plaid Pony Productions, stylist Jane Black, and hair and makeup artist Rocio Vielma all helped Jeff bring Fig’s vision to (free range) life.