Project Overview
This cinematic short is a celebration of the people, places and animals at the heart of Australian Merino wool's 'grower to garment' story.
Project Commissioner
Project Creator
Team
Canyon Studio
James Thomson – Managing Director - Australian Merino Exports
Catherine Thomson – Operations - Australian Merino Exports
Producer – Charlie Porter - Burninghouse
Director – Oliver Waghorn
DOP – Matt Jenkins
1st AC & Drone Operator – Francis Gozon
Project Brief
Australian Merino Exports (AME) is one of Australia's premier exporters of premium Merino wool. Their TRACE program has established them as an industry leader in the field of provenance and traceable product.
Having successfully completed a branding process for the organisation and its TRACE program, CANYON was commissioned to create a short brand video to tell the provenance story and show AME's role in taking premium merino from paddock to product.
Project Innovation/Need
CANYON identified the 'grower to garment' narrative as a compelling way to create an emotional connection with the brand and its philosophy. The feature would speak to a diverse audience within the industry as well as to consumer brands that may wish to partner with AME. It would bring together all of the key ingredients that establish wool provenance: people, animals and the land. With intimate access to the heart of the growing, shearing and logistics process, the film reveals the human story behind Merino and the passionate people involved in producing the finest wool on the planet.
Design Challenge
With a tight principal photography schedule of less than a week, split between the midlands of Tasmania and various locations in Melbourne, ensuring agility and efficiency in filming was paramount. CANYON and the Burninghouse production team collaborated closely during the pre-production phase to establish a compelling narrative and develop a preliminary shot list.
On-location cinematography was adapted to effectively convey the vastness and vibrancy of each setting. A consistent visual motif was established, highlighting the significance of hands, linearity, and movement to showcase the harmonious synergy across the entire wool supply chain. Intimate and immersive hand-held footage captured the intense and graceful choreography of skilled sheep shearers in action. Aerial drone shots traced the fluid, mesmerising movements of sheep roaming freely amidst the rugged expanses of Tasmania's midlands, while also capturing the grand scale of countless rows of stacked wool bales in a bustling distribution warehouse. Additionally, a specialised probe lens was employed to meticulously capture the intricate weave of premium merino wool, unveiling its remarkable texture and quality in near microscopic detail.
Effectiveness
The final cut of the film takes the viewers on a captivating journey, beginning in the picturesque midlands of Tasmania and progressing through the intricate process of grading and processing the raw wool, culminating in one of Melbourne's last remaining woollen mills. The film then brings us back full circle to the farm where it all begins, beautifully illustrating the cyclical nature of the industry and the shared responsibility of all involved.
A select group of clients and industry partners were given a preview of the film, and their warm praise and positive feedback affirmed its success in humanising the story of Merino wool. The film serves its purpose of fostering a deeper connection and understanding between the audience and the Merino wool industry.
Going forward, the film will play a key role in supporting AME as it seeks to establish new partnerships, both globally and locally, to expand its community of like-minded growers, spinners, brokers, and consumer brands. Together, they will work towards a sustainable and prosperous future for the Merino wool industry, guided by shared values and a commitment to environmental stewardship.
Marketing - Film or Video
This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values. Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
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