We're usually asked to create formation's in mature barley or wheat but this time we were presented with a field of short grass so we had to improvise, swapping our stalk stompers for lawn mowers. We spent two leisurely days marking out and mowing the words "DO THE DEW" into the grass with three linear fractal designs interspersed between them. We were worried that the formation would not be visible from the air and it wasn't until the day of the shoot that we were able to get a view of the formation from a helicopter, which to our relief confirmed that with bright sunlight and strong shadows the formation was very visible from the air.

The two images above show the formation as used in the Mountain Dew advert. You can get an idea of the scale of the formation from the four "Dew Dudes" standing above the E in DEW.