Every McCain chip starts in a paddock, and the person who knows that paddock best is the one who farms it. This film for McCain goes back to the start of the chain.
We filmed a fifth-generation potato grower on his family farm, from first light over the crop to the machinery working the rows. He talks about the volcanic soil, the cool nights you get 600 metres above sea level, the Innovator variety he grows for McCain, and why overhead irrigation uses about a third less water than the old guns.
He tells it in his own words, the way he'd explain it to the grower next door. That's what makes it believable. The audience hears about the crop from the person who stands in it every day.
The drone gives the scale of the operation. The close detail, the leaves opening up and the soil in his hands, gives it warmth.
It's the kind of story any business that sells to farmers can tell: a grower on camera, talking through the season, the gear and the decisions that make it work.
