Fern and Field send plants by post across the Netherlands and Belgium. When they came to us the account had 4,100 followers, a lot of very pretty product photography and nothing anyone wanted to save.

We moved the whole thing into the packing room. One shoot day a fortnight, four people, no studio: plants coming out of boxes, hands cutting tape, the two women who actually pack the orders talking about what dies on a north-facing windowsill. The plants stopped being props and started being the thing people asked about.

Six months in the account was at 42,000 and the top-performing format was a forty-second clip called "what we would put in your bathroom", filmed on a phone propped against a roll of bubble wrap.