What we did
CANNA were looking for some new content to distribute out on their social media channels that would engage with the interests of the communities who associate with their brand. They didn’t give us any kind of specific brief, aside from creating content that would genuinely generate views and traction on social and that stood by their brand values.
CANNA are a unique brand with a unique audience. They sponsor events all over the world, including everything from festivals, to motor shows, and of course, heaps of Giant Veg competitions. As the market leader in their field by some way, they don’t need to actively promote their products because their results speak for themselves. So we wanted to create a series of content that felt different and that captured the wide array of characters within the CANNA family.
We opted to create a series of slightly longer-form mini docs / profile films on a host of different CANNA brand ambassadors, including perennial Chelsea Flower Show gold medallist Medwyn Williams, and GB BMX athlete, James Jones.
Many people will tell you that content on social needs to be short, sharp and to the point, and they would be right. However, what people are really interested in watching are good stories and the CANNA team have plenty of those. And so we kept things pretty natural in terms of style – nothing too flashy or in your-face because that isn’t CANNA’s style. We just let each of the people we profiled speak for themselves and find the best way of capturing their personality and voice by being as flexible as possible during production. We wanted to give viewers a small insight into what makes these people tick and very much be a fly on the wall to a give a behind-the-scenes look at each of them and their craft.