11/01/2026
Dad joke lovers, this one’s for you (Hebrew Video)
Tiny Case Study Series: Ruach Shtut רוח שתות | Agricultural Education Center | How Do You Tell One Story for Very Different Audiences?
*The Starting Point
We were approached by Ruach Shtut, an agricultural education center built around one of Israel’s most beloved fruits: the strawberry. The center offers hands-on experiences and learning programs, with the strawberry as a central anchor to the story, the activities, and the identity. The video is screened at the very beginning of every visit, for all audiences, setting the tone and framing the experience from the first moment.
At first, we were not sure this project was for us. It was not tech, not English, and outside the usual world we operate in. Boy, we were wrong. The people running the center were exceptional partners, and the shoot day became one of the most enjoyable and genuinely funny days our studio has ever experienced. Agriculture and agri-tech have since become a vertical we genuinely love working in.
*The Challenge
We were required to speak to several different audiences who do not naturally sit under the same narrative. Fathers. Mothers. Young children. Teenage Students (biotope assignment). The video needed to blend multiple layers of messaging: agricultural, educational, instructional... Each audience came with different motivations, expectations, and emotional triggers.
The challenge was clear: how do you create one cohesive video that resonates across such different groups?
*The Approach
The creative direction led us to a simple but powerful solution. We built the story around a family, where everyone receives representation. Rather than trying to address each audience separately, we used the family’s shared experience as a unifying frame. Through that experience, each audience could find its own point of identification.
The dads got their kicks from the many dad jokes we scattered around the word “Tut" (Hebrew for strawberry). Moms found their moment of identification in the desire for some peace and quiet. Younger brothers and sisters connected through healthy sibling rivalry and playful chaos. And the students received the informational pillars they needed for their biotope work. We even built the music around the sound “Tut Tut".
One narrative. Multiple entry points.
*The Result
A video that feels natural and inclusive, successfully speaking to different audiences without fragmenting the message. A unified story that supports the center’s positioning as a place where education, experience, and family connection meet, all built around a simple, familiar symbol: the strawberry. To the best of our knowledge, despite being produced years ago, the video is still used today to lead the visit at the center.
To this day, our actors still receive calls from their friends who watched it with their children and could not stop laughing. That, for us, is everything.
