Farm League in 2024: Where Film Craft is Always First

Speak to anyone in the industry and they’ll tell you that 2024 was marked by uncertainty. But, even against this backdrop, craft persevered as evident in the body of work produced by Farm League, a creative film company based in Los Angeles. 

It was also a year that Farm League made its commitment to doing good through business official, and received a B Corp certification after undergoing a rigorous assessment of the company’s positive impact on workers, customers, communities, and the environment. This is another way that Farm League reinforces its pursuit of authentic storytelling – honouring people, places and cultures – and the high standard of minimising environmental footprint through sustainable production methods.

Below, we take a look at some of Farm League’s 2024 projects – many of which are a recurring collaboration for the company. Across industries like fashion, travel, sport, and, automotive, Farm League and its directors show what can be achieved when authenticity, craft, and people are at the heart of every shot. 

Expedia – 'Somewhere For Everyone'

Dir: Janssen Powers

According to director Janssen Powers, “Few things are more instantly nostalgic than a road trip. It’s almost as if, from the second you put the car in drive, you know you’re creating a memory that will last forever." That’s exactly the feeling that inspired the campaign for Expedia, following a family as they explore the West Coast, their connection to each other, and make memories they can all look back on for years to come. Sometimes it’s the journey and not the destination that holds the true meaning, with the film drawing attention to quieter, intimate moments of the travel experience with influence from Vivian Maier's photography: messy, realistic, emotional. 

Of the film, Janssen says: “It’s similar to a film photo. Technically, it’s never perfect, but that’s kind of the point.”

Red Wing – 'Will Your Wings'

Dir: Greg Hunt

In a world where so much of fashion is disposable (and harmful to people and the planet), Red Wing is doing things differently. The storied brand’s history stretches back to the 19th century as has its commitment to quality, craft, and stewardship. In the ‘Will Your Wings’ campaign with agency Wieden + Kennedy NY, consisting of a trio of films directed by Greg Hunt, those ideals are reinforced once more to state that ‘if something’s made well, it’s built to last’ – beyond even our lifetimes.

Greg’s films feature Red Wing’s owners to communicate the personal connection they have to the brand and all of its operations; they also capture the idea of legacy and how it evolves across generations, linking the past with the present through the use of archival and motion footage.

YETI – 'Tengu Club'

Dir: Britton Caillouette

Myth meets culture in director Britton Caillouette’s documentary about one of North America’s oldest fishing clubs. It’s been in operation for a 100 years and continues to meet even in the dead of winter – when the weather conditions are awful, and there’s hardly any fish to catch. Why does it endure? That’s the question Britton explored, in association with YETI, and co-director Hilary Hutcheson. The deeply personal film threads together accounts from Hilary, her family, and the club’s current members to understand how ritual aids in keeping culture and identity alive.

Dropbox – 'Race Between Races'

Dir: David Findlay

Racing, and especially Formula 1, captured the heart of many in 2024 as audiences became enthralled by the high-adrenaline sport and the human spirit fuelling it. 'The Race Between Races', directed by David Findlay in partnership with Dropbox, lifted the hood on the innovation, collaboration, and teamwork that takes a Formula 1 team from the track and to the top of the podium.

Working closely with Dropbox, Farm League worked on the project from very early on to help establish and define the narrative of the film that interviews McLaren’s CEO Zak Brown, COO Piers Thynne, director of racing Randeep Singh, and drivers Lando Norris and Oscar Piastri, to illuminate the complex and pressure-filled time between races. David’s film takes the time to unpeel the layers of the complex layers that makes each race happen; in that way, it’s a metaphor for Dropbox’s capability to bring multiple elements together in one easy-to-access place. 

Ford – 'Welcome To The Club: NorCal Raptors'

Dir: Janssen Powers

“Deep down… does comfort really make us happy?" asks director Janssen Powers in a short film for Ford as we follow his camera into the desolate lands of Baja California to explore car culture’s rich communities. ‘Norcal Raptors' is the second film in the ‘Welcome To The Club’ series following Raptor owners as they push themselves and their trucks to the limit during a five day, thousand mile journey through some of the world’s harshest terrain.

It’s also the story of the community and the bonds that each of the drivers have with each other, which Janssen likened to the Harvester ants who are made stronger as individuals by acting together – symbiotically – as a colony. To drive the metaphor home, Janssen interspersed immersive, kinetic footage of the journey with nature documentary-esque shots of the ants to create a powerful emotional and visual connection between the two ideas. 

Ralph Lauren – 'Artist In Residence: Naiomi Glasses'

Dir: Shaandiin Tome

Heritage and craft come together in Ralph Lauren’s second episode of the ‘Artist in Residence’ series, featuring a seventh-generation Diné textile artist and weaver, Naiomi Glasses, with direction from Shaandiin Tome and production from FL. The film looks at Naiomi’s artistic process over a two-year period while she works with Ralph Lauren and their design teams to reimagine the original designs of her woven art into a collection inspired by her family, homelands, and community on Dinétah (Navajo Nation). Centering authenticity, Shaandiin’s shared Diné heritage with Naiomi, aids in telling the story and showcasing the craft at the heart of Naiomi’s practice in a way that communicates its intricacy, while the production was inherently respectful throughout the shoot in the sacred spaces of the reservation.