Membership recruitment films can often feel generic, focusing on benefits without truly connecting to the audience’s lived experience. But when NFU needed a film to inspire Britain’s farming community, they wanted something that would resonate deeply - content that felt as real and dynamic as the farmers themselves, while showcasing why membership matters.
The Challenge
A Film That Speaks to Farmers Everywhere
The NFU needed a single film that could work across multiple platforms: over the farm gate on an iPad, on big screens at national agri-shows, embedded on their website, and integrated into an ad campaign. The challenge was to create a film that not only showcased the benefits of membership but also reflected the fast-paced, hard-working reality of farming life.
CAPTURING THE TRUE SPIRIT OF FARMING
Our approach was to avoid the typical slow-motion, postcard-perfect visuals often seen in sector films. Instead, we captured the fast-paced, noisy, and ever-moving reality of farming. By rigging cameras to machinery for immersive POV shots, staying handheld to maintain momentum, and letting ambient sounds lead the pace, we created a film that feels authentic to farmers. NFU naturally appears as the trusted partner walking alongside them every day.
Our Strategy
Workshop-Driven Messaging.
We started with a strategy workshop to define key messages, audiences, and what prospective members value most.
Real Farmers, Real Locations.
Casting real NFU members across diverse sectors (dairy, cereals, flowers, celeriac, poultry) to reflect the breadth of British agriculture.
Immersive Filming Techniques.
Early starts for golden hour shots, machine-mounted rigs for true POVs, handheld shooting to follow the work as it happened, and ambient-first audio woven with a voiceover that parallels “what it is to be a farmer” with “what it is to be the NFU.”
01
Momentum-Driven Filming.
A four-day shoot designed to capture the pace of farming, with techniques that immerse viewers in the action.
02
Multi-Format Delivery.
A hero film in two versions: mute-friendly for events and full-mix for web. Seasonal cutdowns tailored to recruitment peaks and campaign messaging. A searchable media bank of clips for ongoing social, presentations, and recruitment toolkits.
03
Relationship Marketing
By starting with farmers’ reality, the film feels like a typical day. This authenticity turns membership marketing into relationship marketing: a mirror farmers recognise themselves in, with NFU naturally reflected beside them.
The Impact
The film successfully bridges the gap between showcasing the NFU and reflecting the reality of farming. It works across multiple touchpoints, from recruitment campaigns to national events, creating a connection that feels genuine and relatable.
"What you guys created looks fabulous. The feedback from our President and leadership team has been outstanding - everyone absolutely loves it. It's a brilliant end product and really hits the spot perfectly. You've been so fab to work with throughout."
— Zoe Harwood-Day, Marketing Manager, National Farmers' Union.
