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Plot Twist Creates ‘Our Texas, Our Future’ Spot for H-E-B’s Sustainability Commitment

As part of H-E-B’s ongoing “Our Texas, Our Future” sustainability commitment, H-E-B is proud to partner with Texas State Parks to conserve and protect miles of Texas public land, while also encouraging more Texans to enjoy our parks. With 76 state parks, Texas has a lot to offer, but Texans’ lack in experience and preconceived notion that Texas parks are not worth their time kept a lot of people from visiting – even if the parks are in their backyard.

For this spot, we wanted to show how H-E-B’s responsibility to take care of Texas extends beyond their own aisles – to the miles and miles of Texas land. We used a visual device to talk about H-E-B’s sustainability commitment in a way that only they could – match-cutting between an aisle in the store to similar looking vanishing points out in nature. For this campaign, we traveled to five Texas State Parks across the state – Caddo Lake, Inks Lake, Longhorn Caverns, Palo Duro Canyon, and Sea Rim – to capture the diversity of scenery and types of activities at Texas Parks. It resulted in a stunning spot celebrating the beauty of Texas. To top it all off, we worked with Austin-based band Shakey Graves to create a cover of the Texan classic “Miles and Miles of Texas”.

We partnered with production company Revival Film and director Luis Peña on the project. Recess Editorial handled the post-production, with Jason Payne as the editor.

About the author

Plot Twist Creativity

Sometimes, just when you think you know how a story is going to turn out, something unexpected comes along that throws that story in a new, exciting, unforeseen direction. That’s when stories become legends. We call that moment a plot twist.

That’s the origin story of Plot Twist Creativity – an agency formed by industry veterans who came to an unexpected fork in the road and decided to forge their own path.

Plot Twist is dedicated to telling brand stories in new and unexpected ways, to finding key insights that intrigue and engage consumers and lead to thrilling outcomes. In short, we exist to make brands the heroes in the hearts and minds of people.