FCL’s ‘Raised at Home’ Campaign // Production Breakdown


I recently teamed up with the Federated Co-operatives Limited to produce two portraits of local farmers doing what they love. For each of these stories, we wanted to take two separate approaches to the project. For one of them we wanted to focus on THE LIFESTYLE and the second one we wanted to focus on THE PROCESS.

The viewer will be taken on their own journey of discovery as our candidates share their unique stories of working and living in Saskatchewan as producers.


What I want to do with this post is introduce you to the process of developing a proposal right through to how I decided to approach the production side of things. When developing the proposal for this project, I wanted to give a few options for approaches to each of the films.

I broke these concepts down into six areas including, historical roots, quality products, the process, passion & vision, economic impact and value additive. The people we choose to interview must demonstrate a love for what they do and value their responsibilities as producers. They must also embody the concept they are chosen to represent. The interview content for each of the videos will be crafted from the main concept but we will also include the questions below to ensure a common thread exists between all videos.

  • Why do you choose to call Saskatchewan home?
  • What value do cooperatives provide for your business?

These stories will be delivered in three minute web videos to be distributed on Federated Co-operative’s Youtube Channel. This concept also has the potential of extending beyond this campaign by combining all elements to tell a cohesive story. We are excited to announce that the ‘Raised at Home’ Campaign took home the Marketing Communications Award in the 2014 IABC Silver Awards event.

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Working on this project was an absolute pleasure, especially with the opportunities to meet such passionate people. At each of these operations, we were greeted with open arms. In the field of work we are in, we get to meet people from all walks of life and I must say that the drive, dedication, and passion behind each of these operations was inspiring and we want to extend our thanks to each of these families. Without you, we could not have done this.

Building on Family Values

Family motivates Darcy Hrebeniuk, who ranches outside Hudson Bay, Sask. He explains over supper how working alongside family makes the long hours worthwhile as they provide beef for other western homes.

Producing Quality with Care

Producing quality beef begins at the grassroots by caring for cattle, shares Donna Jackson who ranches with her husband Carman

Ranching Sustainably

John and Tracy Buckley care about their cattle and the rolling pastures they are raised on near Cochrane, Alta. They share how their ranch family values sustainability by actively managing their cattle and minimizing their impact on the land.

Behind the Scenes Photos

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Historical Roots


Our character will guide the viewer through the historical relevance of co-operatives through first hand accounts of how these co-operatives impacted the way in which they do business. We will take a closer look into who they are as a person and what drives this individual to embrace their heritage. Visual focus is the environment and the landscape that has shaped who they are. From the regular equipment repairs to the late nights harvesting, these candidates will live what they preach. A retired farmer would be the ideal candidate for this concept.

Home Grown Saskatchewan – Craven Riverside Gardens

Quality Products


Our candidate must be dedicated to perfection and aim to produce the highest grade product for their customers while maintaining the desire to be happy. There is no room for mediocracy. These candidates would be great for capturing the broad roots of what home grown products stand for. The visual elements will be drawn directly from the chosen candidates process. We will follow the candidate as they focus on the simplest tasks with the utmost precision. A young farmer would be the ideal candidate for this concept.

Home Grown Saskatchewan – Spring Creek Gardens

Screen Shot 2013-10-07 at 9.22.21 PMThe Process


Our candidate needs to clearly embrace all of the above characteristics with the end goal of producing a quality product for customers. The viewer will be taken on a journey through each of the different steps required to produce these products – from planting the seeds to harvesting. Dependant on the time of year / scope of project, we can follow a specific aspect of the process as well. The niche producer would be the ideal candidate for this concept.

Passion & Vision


Our candidate is doing what they love with the foresight that what they are doing is an essential part of the economic framework of Saskatchewan. Each step during the process is taken with care and attention to detail and done so with a high level of passion and vision. It’s not about being a millionaire but providing people with products they are proud of. The niche producer would be the ideal candidate for this concept.

Economic Impact


Locally grown produce impacts Saskatchewan’s economy in many ways and by supporting these growers, we are supporting our local economy. This candidate will walk the viewer through the benefits of supporting locally grown produce. The market analyst would be the ideal candidate for this concept.

Value Additive


A focus on locally grown produce not only supports the local economy but it also brings freshness and variety to customers. With a focus on support from within, these products provide a superior solution that focuses on the care and attention that should be present with any product. The mentor would be the ideal candidate for this concept.

The Proposal

Everyone approaches this stage a little different but I typically like to be as thorough as I can be at this stage. This is the first chance you have to impress your client so it’s important that you put your best foot forward. I typically include a project synopsis, a proposal breakdown with guidelines, a concept introduction, a project / concept breakdown, a story brief with production notes, budgets, a cinematography breakdown with mood boards, a production schedule and payment schedule.

Production Baseline / Approach

I originally pitched this project to be shot on the RED camera systems but after refining the proposal, we decided that the Nikon D800’s were a much better fit for this style of production. This is now officially my fourth project that I have chosen to use these cameras and I am extremely pleased with the results I have gotten from these cameras.

From proposal pitch to production, there was only about a week for prep. In regards to team, I tried to go as bear bones as possible for these as well. For the interviews, I kept the crew to just three people for one of the interviews and just two people for the second one. I had the sound guy, a person to conduct the interview and myself for one and then just a sound guy and myself for the second one. In regards to the supporting footage, I shot this all myself over three mornings.

The Interview

When conducting interviews it is important to let the interviewee guide the discussion. Coming into any interview, it is key that you have the main points / questions memorized so you can keep the interview conversational. Listen to the responses and respond accordingly. Be engaged and focus on what they are saying.

The Supporting Footage

When approaching the supporting footage it is important to have a shot list – or at least an idea how the edit is going to come together. For each of these films, I had a good idea how I wanted to structure the edit before hand. For Dan’s story, I wanted to document ‘a day in the life’ of a farmer. I focused on the key elements of the day I was out filming and approaching it as if it was a doc. For Shawn’s piece, I wanted to document the process so I filmed everything from the field to the stores.

The Edit

Knowing ahead of time how I wanted to assemble the film allowed me to shoot for the edit. I credit my film a day project for allowing me to hone in on this skill set and was able to put together the same day as the shoot. In regards to the interview, I first trimmed my questions out of the content and then broke out the content into sections.