USFRA | 30Harvests
Make audiences see and believe that farmers can be climate superheroes worth rooting for.
Director | Jasper Claus
In a period of six weeks from start to finish, we researched and found a farmer, filmed his story in a fictional form, starring him and reached an audience of over 9 million.
The insight is that if farmers push, invest and commit, their farms can be carbon neutral, even carbon negative, making them a huge part of the solution rather than the problem. The challenge is that farming as it is, is a huge struggle, and to have the guts, stamina, commitment, dedication and drive to face that struggle, it takes… well… a farmer. This struggle, combined with a purpose audiences can get behind and a sympathetic protagonist (a farmer) audiences can root for, allowed us to create an emotionally compelling homecoming story that organically reached a global audience, where it was actually only targeted and distributed in the United States.