Diving Into Agriculture – And Owning It!
At RAWfish Creative Group, we pride ourselves on being flexible, adaptable, and always up for a creative challenge. With our Midwest roots, agriculture has always been familiar to us, but over the past year, we’ve been diving deeper into this space, expanding our creative expertise. Working with United Farmers Cooperative (UFC) was a perfect opportunity to apply our knowledge of farming in a fresh, impactful way: through storytelling and stunning visuals. This project marks just one step in our growing involvement in agriculture and agronomy, helping us build lasting relationships and refine our creative approach as we continue to explore new opportunities in this field.
Bringing Our Local Knowledge into a New Creative Space
Though we were no strangers to the agricultural landscape, capturing it through a cinematic and creative lens was new for us at the beginning of last year. We began with multiple pre production meetings with the UFC team in order to get a deeper understanding of their company, vision, and processes. These conversations helped us craft a video series that not only reflected UFC’s culture and values but also respected the history and future of the industry.
This project wasn’t just about capturing images and building a media library, it was about learning how to creatively express UFC’s mission, their people, and the impact they have in their communities. It pushed us to think outside the box and use our new knowledge of the industry in fresh, creative ways.
Bringing the UFC Vision to Life
Flexibility played a critical role in bringing this project to life. After our initial pre-production meetings, the RAWfish team held internal war room sessions, where we meticulously created the shot list and game plan. Meanwhile, the UFC team’s war room roles were to coordinate the people, locations, and times needed for the shoot. Together, both teams worked in sync, adjusting schedules and planning around UFC’s harvest season and unpredictable weather. The end result? Stunning visuals that truly reflect UFC’s story, mission, and the incredible people behind the brand.
The project focused on creating a recruitment series of videos and photography that would showcase UFC’s culture, community commitment, and dedication to innovation. From cinematic drone shots over expansive farmlands to candid, in-the-field moments with employees, the media produced paints a vivid picture of the UFC lifestyle, one where hard work, flexibility, and shared success are at the core.
