The brief.
AB InBev wanted to put the farmers front-and-centre: the people growing the barley, hops and rice that end up in Budweiser, Corona and Stella Artois. The film had to feel cinematic rather than corporate: portrait-led, grounded in place, with the scale of the landscape doing as much storytelling as the interviews.
How we shot it.
- Cinema-grade package: Sony Venice CineAlta MR1, prime glass, controlled lighting
- Aerial coverage of the fields and harvest at golden hour
- On-the-ground portrait and interview coverage with the growers
- B-roll built around the working day: kit, hands, machinery, grain
- Multi-day shoot across multiple locations in and around Cambridge
Highest-budget VP project on the slate this year, and the closest to a feature-spec shoot. The brief was for film, not content, and the kit and crewing reflected that.
What made it work.
Time on location and a producer-led crew who could move between aerial set-ups and tight interview rigs without losing the day. Farmers aren't actors. The only way to get honest material is to give them the time and the calm to relax in front of a camera. The crew footprint was scaled for that.
Delivery.
Hero film for AB InBev's brand channels and trade use, plus cutdowns and a stills pack. Edited and graded to broadcast spec.
