Visual research, location scouting and casting assistance for Farm League
This was a documentary-style series of commercials for Cenex, produced together with Venice Production Studio Farm League and Colle McVoy.
I was contacted in 2014 to support Farm League’s Art Department on a multi-state, months-long film project with location scouting, prop sourcing, styling, and talent scouting. Scott Ballew, their producer (Head of Content at Yeti, Musician at Leisure Rodeo) called me with a job offer he didn’t quite understand but knew was on assignment to carry out.
“Hey, so we need someone to help us with a series of commercials in Minnesota, Wyoming, and the like. It’s going to be over a month long of travel. So I don’t know if you’re up for it. But our Director [Britt Caillouette] said that his buddy Jay [Levi’s Creative Director, Wonder Valley Founder] knew you, and that you were a photographer and a creative director out in Minnesota that we needed for these commercials and that if we didn’t get you on our team we would be idiots. He told us to call you.” Obviously I was in.
When you watch the commercials, many of the shots were ideas I had gone out in the field to gather beforehand, shot with my iPhone, and saved via GPS data so Scott and Britt could head there the next day in the Sprinter van with Nick to shoot. That diner in the woods, the polka players at the tiny VFW -examples of my homework and research. It helped to have a Grandpa with a farm who knew the guys in New Prague. My penchant for Red Wing boots that I already wore in my everyday helped me blend in with the locals. I’ll never forget when Scott and Britt gave me a challenge. “We need a Polka band. Libby, you’re from Minnesota. Find us one. By tomorrow afternoon.” So I went to bed early while other crew members chilled at the hot tub drinking Tecate’s. The next day I woke at 5am to head to a local coffeeshop in New Prague I knew my grandpa went to if he visited town and wanted a cheese danish. It was a long shot but at least I could get a coffee and ideally a piping-hot lead. I approached a group of seniors sitting in a corner near the window. I introduced myself, the project, and my mission.
”Yeah, I might know a guy. His name’s Dale. Dale Pexa. Plays the accordion with a little group.”
”Oh really! That would be great. Here’s my number. Tell Dale to call me. We pay.” I told him the amount and he said he most certainly would. “My Grandpa’s name is Dale too,” I said. “He lives on a farm a few miles outside of town. What a coincidence.”
”Really? What’s your Grandpa’s last name?”
”Huber. But there’s more Hubers out here than a German phonebook so that probably doesn’t help you much.”
”Nah, I know him. Comes in here and gets a cheese danish every once in awhile. And pops in at that store across the street once a year to buy a new pair of Red Wings!”
Such a fun project.
Cenex - "Home"
Agency: Colle Mc-Voy
Production Company: Farm League
Director: Britt Cailloute
Producer: Scott Ballew
Director of Photographer: Nicholas Restrepo-Sus
