What was the brief?
Encouraging Australians to buy Australian Made produce is a vital part of protecting the Australian farming industry. Leo Burnett Melbourne commissioned us to bring a family touch to SPC Ardmona cans and POS displays in supermarkets across Australia.
We visited six farms in country Victoria and represented the numerous generations of families whose livelihoods, current and future, rely on our support for locally grown and harvested fruit.
“Thanks for buying this pack. This is one of the most powerful ways to ensure quality Aussie produce, because it means my family can continue providing for yours”
What was it like working with real talent as opposed to cast talent?
I specialise in shooting this type of portrait, working with regular people and celebrating their normal-ness. You are always going to get something more authentic with this style of approach. On the flip side, you never really know how committed your subjects are. What was different here, was that the families were right behind the idea itself and went to great lengths to ensure our needs were met. They were really behind the push to buy Australian made. From my perspective, I had to keep the energy of the shoot up, and work on the natural family dynamics.
We had to be mindful of not over-styling the shots such that they wouldn’t reflect the authenticity of the farm: all the props were sourced from the farms we shot on.
What were the challenges?
Weather. You can’t control it. The Godwill shot was taken largely during rain. The weather did improve and each execution provided at least some sunny weather. That’s where scrim and careful lighting came into it.
The other challenge was finding each shooting position. I wanted it backlit, but able to be shot at high sun and provide the parameters the designer required: clear copy area above talent and dark edges to reverse type on the extreme sides.
Some of these farms were thousands of acres and I only had half a day per farm to locate each position.
What was the most rewarding aspect?
The obvious reward was aiding the farmers in their quest to promote Australian grown produce. It was also fun shooting families in a really natural way with such a high production value. Usually this sort of shot is staged with actors – it was nice to give farmers the royal treatment in front of the lens. They really couldn’t believe the fuss!
Seeing the labels on the shelves is great too – it’s fantastic to directly play a part in the conversation about where we buy our fruit, and influence people’s decisions with some good honest portraiture.
Leo Burnett Melbourne: Agency
Blair Kimber: Art Director
Callum Fitzhardinge: Copywriter
Matt Portch: Art Director/ Designer
Kaelene Morton: Agency Producer
Gary Arnas: Creative Services Director
Group Account Director: Ari Sztal
Account Manager: Keneth Chow
Christopher Ireland: Photographer
Petrea Lambert: Producer