Visualising the flow of the global food chain.
The assignment
Committed to improving agriculture worldwide, Rabobank set out to communicate its long-term vision for a sustainable food system. By working together, farmers, producers and consumers can find and support new, sustainable solutions for food production. As a cooperative partner, Rabobank wanted to focus on their role in driving this change. The goal was to create a compelling story about progress that would resonate with a diverse audience, from food producers to partners in finance and innovation.
Our vision
To tell this story of transformation, our creative vision centered on the past, present and future journey. We created a narrative that would follow a single, unbroken path through the Dutch food chain, both literally and figuratively. 'The Road to Change’ was born. The story was told through the eyes of three generations of farmers. Their individual stories of change collectively deliver one message: today's challenges can be tackled together.
The result
The technical execution of this film was centered on a few key choices. Because it's a one-taker, something can go wrong during the very last second of the very last take. Therefore it required a perfect alignment between script, acting, and timing on the set. The route, placement of the objects, movement of the actor and environment: everything was planned meticulously. And it worked: after only a couple of tries we wrapped filming.
The journey continued internationally in Part II – The Road to Change, using a single continuous camera movement to connect people and places across the world.
