PIONEER “AY” SORGHUM TVC

It’s funny how one word needs more nuance in it’s delivery than an entire sentence! This was the challenge for this Pioneer TVC. We used real, local farmers who hadn’t spent a day in front of a camera and had to find a way of communicating micro expressions and formalities through the use of one single word - Ay!

Fun fact: I did this one on crutches with a broken ankle. Crutches aren’t suitable for farm navigating.

Agency: DRIVEN

Production Company: Two Little Films

Director: Dane Niels Hansen

Cinematography: Ben Cotgrove

Editor: Dane Hansen