ABOUT THE WORK
This project reimagined the traditional brand testimonial by taking a documentary-style approach rooted in authenticity, emotion, and the realities of farming life. Rather than placing John Deere Financial at the centre of the story, the film focused on the people behind the land – the farmers, families, workers, and communities whose lives are shaped by agriculture every single day.
Grounded in the theme of farming as a “labour of love,” the documentary explored the balance between farming as both a business and a calling. Through honest conversations and cinematic visuals, the film celebrated the grit, care, resilience, and collaboration required to sustain not only a farm, but an entire community.
Visually, the piece embraced a cinematic documentary style; natural light, expansive landscapes, intimate human moments, and observational storytelling allowing the farmer’s voice and environment to lead the narrative organically. John Deere equipment and the role of John Deere Financial were intentionally positioned as subtle but meaningful enablers in the background: trusted partners helping make growth, continuity, and sustainability possible.
The result was a documentary that moved beyond traditional corporate storytelling to create a celebration of the people who farm not only for a living, but for the love of the land and the future they are building together.
CREDITS
Brand/Client: John Deere Financial
Agency/Film Production Company: Lumico
Directors: Alwyn Strydom, Armin van Antwerpen
Executive Producers: Daniel Malherbe, Elene Cooke
Co-Producers: Isabel-Marie Weerheim, Alwyn Strydom
Cinematography: Armin van Antwerpen
*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.
