USDA's Natural Resources Conservation Service Maine works to drive environmental change by providing conservation and technical solutions for producers in Maine. In a time of need for environmental focus, the NRCS aimed to engage the public by showcasing the stories and challenges of these producers. Our goal was to create a video advertisement that inspired audiences, showcasing numerous perspectives of both Maine producers and NRCS employees.
SOLUTION & RESULTS
We arranged a two-day shoot in Bangor, Maine—on site of each producers' farmland and each NRCS employees' typical work environment. Doing this, we aimed to capture subject stories in places that spoke most naturally of them. Early in the ideation process, we created storyboards to provide a visual and potential narrative guide for our stakeholders and to assist our team in shooting. Dedicating focused time to interviews, we gathered perspectives on some of the difficult challenges producers are faced with in climate crisis, the adaptations they've had to make, and their hopes for the future. We also sat down with multiple NRCS employees from diverse fields of expertise to learn about the solutions they provide and their own goals. Combined, a story of ambition and passion for the environment emerged as our final product—with a call to action to join the cause and inspire more change.