Grove Co. x Jonathan Van Ness

Grove Collaborative needed a creative agency and video production team to create a social media first campaign of 8x Instagram reels featuring Jonathan Van Ness. The videos had to highlight a variety of products while promoting Grove’s mission of living a more sustainable lifestyle.

Swng pitched a series of concepts to Grove, with the team landing on the character of Grove Co’s Head Cheerleader. Jonathan has a cheer and gymnastic background, so this character leans into their natural charisma and comedy style.

We filmed this content and shot a series of photos in one production day with a lean crew providing for a light footprint within Jonathan’s home.

Our post-production team quickly put the footage together, amplifying the content with humorous sound design and quick cuts.

The series received more than 4.38M views on Jonathan’s Instagram page.