Rural Britain, heard directly from the people who live and work there.
For NFU Mutual, we made a commercial centred on farmers speaking directly to camera. Each person is filmed in the place where they live and work, keeping their surroundings connected to what they say.
The approach is plain and observational, allowing the conversations to feel unscripted without adding unnecessary distance or polish. Faces, voices and working environments carry the film, giving the finished piece a directness that suits its title.
Direction and edit by Stu McCardle.
