Pivot Bio:
A reintroduction
THE CHALLENGE: We need to build brand trust. But when a client brings you a lofty goal, you have to break it down. Our research revealed a gap: farmers recognized the Pivot Bio name, but not what the products actually did. It was a salience problem—strong awareness, weak understanding. And in farming, where livelihoods hinge on every input, one truth holds: you don’t trust what you don’t know.
THE SOLUTION: We set out to make the invisible visible. Our campaign put the science front and center, translating complex technology into clear, sticky messages that showed how Pivot Bio products uniquely deliver weatherproof nitrogen. By focusing on the distinct “how” and making it unforgettable, we built understanding that could grow into lasting trust.
THE TEAM: Shelby Georgis (CCO), Jaclyn Phenicie (CD), Ben Pfeiffer (ACD-CW), Maranda Ryser (Sr. Art Director), Will Sharpe (ACD-CW)
our difference
Pivot Bio microbes lock in nitrogen at the root and provide focused, weatherproof nutrition that never wavers.
Athletes, craftsmen, growers — everyone performs better when they’re locked in.
Pivot Bio makes your nitrogen play the same way.
Our gene-edited microbes stay locked in on each root and lock nitrogen in place, rain or shine.
Downpours won’t wash it away, wind can’t carry it off, and sunlight doesn’t burn it up.
The result is a steady, unshakable supply that keeps fixing nitrogen — even when traditional fertilizer is in play — to keep plants fueled, profits protected and nitrogen programs locked in on a rock-solid foundation.
While the weather tries to break your stride, your nitrogen stays Locked N — anchored, resilient and fully fixed in place.
LOCKED N
Science backed by Bill Gates and numerous universities.
Exerpt from an MIT Technology Review interview with Bill Gates:
Q: In the book you cover a broad array of hard-to-solve sectors. The one I still have the hardest time with, in terms of fully addressing it, is food. The scale is massive. We’ve barely begun. We fundamentally don’t have replacements that completely eliminate the highly potent emissions from burping livestock and fertilizer. How hopeful are you about agriculture?
A: There are companies, including one in the Breakthrough Energy Ventures portfolio called Pivot Bio, that significantly reduce the amount of fertilizer you need. There are advances in seeds, including seeds that do what legumes do: that is, they’re able to [convert nitrogen in the soil into compounds that plants can use] biologically. But the ability to improve photosynthesis and to improve nitrogen fixation is one of the most underinvested things.
PROVEN G3:
LAUNCH
With the product platform defined, Pivot Bio introduced PROVEN® G3 as the next evolution of durable nitrogen — the first PROVEN® product with multiple modes of action and the only gene-edited microbe that continuously fixes nitrogen even in the presence of synthetic fertilizer. Delivered in an On-Seed formulation, G3 locks nitrogen directly to the root, feeding plants steadily through the most critical growth stages regardless of soil type or weather.
Making the unseeable, understandable
With a focus on making Pivot Bio’s microbe seen and understood, we harnessed AI technology to visualize our technology. Building robust underground worlds within cotton and corn roots, we build our Innovation Revealed series, where we took our audience through the unseen work of our science.
Infusing our story where farmers go most
Social, industy pubs, web
In the cab
Whether truck or tractor, farmers are listening. Our radio spot brought the core benefit to life in theater of the mind. Weatherproof spot mixes sound effects and VO to pull you in, our simple spot was one of our most effective placements.
