Case Study – The Institute of Agriculture & Horticulture
Background and Brief
The Institute of Agriculture & Horticulture (TIAH), is the home of skills, careers, and professionalism in agriculture and horticulture, is dedicated to helping individuals develop their potential and enabling agricultural businesses to succeed, driving the growth of the entire industry.
As part of their mission, TIAH approached us to produce a series of case studies to complement their online learning resources and showcase the diverse roles within the agricultural sector. The goal was to inspire and inform others about the opportunities and pathways available in agriculture, promoting the sector as a progressive, professional, and exciting career choice.
Approach
For the first video in this series, we spent a day filming in Kent with Chloe Wilcock, founder of Oink and Udder, and her family. Chloe’s inspiring journey from teacher to farmer offered a compelling narrative, highlighting her transition into agriculture and her achievements as a tenant farmer alongside her young family. Through carefully crafted visuals and storytelling, we captured the passion and determination that led her to a successful and fulfilling career in farming.
Execution
The team is no stranger to a road trip, and armed with enthusiasm and a healthy amount of kit, made the trek to the southeast in the dependable and affectionately named ‘Cande Wagon’. The farm is located in Canterbury and it’s always worth the journey as we always end up in idyllic rural locations. The pickup truck is ideal for filming in farm settings, as its capability is perfect for rugged terrain and any of the crew can hop out at a moment’s notice to capture a fortuitous shot to add to the edit.
Cande had the huge pleasure of filming not only with the founders of the farm, but also the entire Wilcock family, including their three young children. The family’s journey leant itself beautifully to a meaningful story, and we were able to document the huge shift they have made to really embrace every aspect of farm life. The children were a delight to film as they helped to feed and water the livestock, collect eggs, and show our crew how to pick flowers! We filmed a number of interviews with Chloe and her husband David, and then travelled across the farm to shoot accompanying footage, moving between our cine cameras, drone and gimbal.
Understanding the subject matter of a film is paramount to executing the most pertinent footage, and this project was a prime example. If the message had been a technical one about the importance of a farming process, it would have been important to capture the tools, the steps in the chain and the other elements of the system. Since this film was about Chloe’s personal journey, the footage was shot so that it conveyed her emotion, her working on the farm processes with her husband and children, plus her reactions.
Key takeaways
This filming project was about the human story and what this family was experiencing on their journey. Our able director led on this angle of the narrative, and it made a real difference in the final video which is authentic and poignant.
By bringing these narratives to life, Cande group is helping TIAH continue their work in showcasing the breadth and richness of careers in the sector.
Client testimonial
“The Cande team were fantastic to work with. From the first meeting they understood what we are about and they quickly visualised the messaging we were asking for. The team kept us informed of progress throughout the project and continually delivered to tight deadlines. We’re made up with the final cut and look forward to working with them again!”
Rik Magliola, TIAH
