CopRice came to us as a brand with untapped potential. A leader in the industry of animal nutrition, with a network of proud brand ambassadors and a strong performance agency by their side—the only thing they lacked was original video that made CopRice the main event. We travelled the length of NSW, shooting on three different properties to create story pieces and build an asset library; empowering their marketing team with video that‘s as good as they are.
"Working Dog feed is the R.M. Williams boot of CopRice." —Chelsea, Digital Manager at Insight.
And she’s not wrong—farms across the country are run by working dogs who run on CopRice. Our goal was clear: make the ambassadors and their legendary dogs look absolutely epic. Our experience on farm has shown us that you need to be ready to roll with the punches and improvise to make the most of what the property, the animals and the light is going to give you. But, as the saying goes; you don't rise to the occasion, you fall to your level of planning. So we scheduled recce days to meet the ambassadors, earn trust, and shape the shoot day from their input. The shoot week started with the working dogs, then continued on to family dogs and horses, covering the scope of CopRice’s products.
People complain about working with animals, but if you can work with them and not against them, it's incredible. We became wildlife shooters for the week, bringing specialty lenses and giving ourselves a lot of time. Camera movement, positioning of the cows/sheep/horses and the right "moment" from the dog—when all of those things came together, the result was outstanding. In post, we added flavour to a few key shots with techniques like inverse head-tracking for a unique look.
Authenticity was the goal for the story edits. We wanted people to feel like they were stepping onto the property, jumping straight into a "Day in the Life". So we kept things simple—lofi piece-to-cameras, uncut working demonstrations, and raw interviews about the dogs, their lives, and the role they play on the farm.
"We've worked with Create Right on multiple projects, and they consistently deliver above and beyond our expectations. Their attention to detail, creativity, and professionalism set them apart. Highly recommended for anyone seeking a reliable and talented partner!"
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