Iowa Farm Experience


Role:Creative Direction
3D Animation
Interaction Design

Collaborator: Molly Carrick, Developer
Lakin Jenkins, Developer
Miguel Kunkle, 3D Modeler
Luke McDermott, Project Manager
Clara Schaff, Project Manager

Duration:Jun - Aug 2024
Project Overview:
The Iowa Food and Family organization partnered with our team to create an experience for visitors across the 11 day Iowa State Fair. We created an interactive color-and-scan experience that let visitors color in an animal/crop of choice and scan it into a digital farm world. We additionally worked on an web experience that visualized the farm-to-table process of the major Iowan farm industries.




Web experience
Segment of digital farm 



Process  Given an open ended prompt, the project was initiated with a broad exploration phase. The team and I pooled together references across various design aspects. Refined concepts were put together using those reference bits along with continued idea development.

Various experience idea visualizations
Site inspection of the atrium space 




Color-And-Scan Experience Design The client was strongly interested in moving forward with the Color-And-Scan station experience. Instead of centering around a story, our focus switched to making that experience the focal point of the space.  

Color explorations


Coloring sheet designs 

Mockup of coloring station and TV setup



Farm-To-Table Web Experience  The Farm-To-Table mobile webpage was designed to complement the client’s branding as well as the Color-And-Scan experience. Each farm had five different animations representing five main steps of each farm process.





In Action