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from
  dust

Curtis and Curtis Seed Company, Barenbrug USA, 6666 Ranch, and Beattie Sales & Service are four Southwest agriculture businesses facing the same resource crisis from four different angles: seed, land, cattle, and equipment.
 
"From Dust" brings their stories together into one film — one that went on to win a Gold Telly Award, reach 86.4M people through press coverage, and drive a 212% revenue increase for one of our partners.

“From Dust”
Documentary
Campaign

A partnership between Curtis and Curtis Seed Company, Barenbrug USA, 6666 Ranch, and Beattie Sales & Service

+ objectives

Ag leaders sought to address a challenge their industry is facing: less land, less water, fewer cattle, and more pressure to feed a growing world. "From Dust" follows four partners as they work through it and asks what it actually takes to leave the land better than they found it. Many people have heard about a water crisis. Hearing it from someone standing on the land it's changing is a different story.

+ DISCOVERY

Before a single shot was planned, we worked alongside each partner to find the center of the story: water scarcity, and how drought-tolerant seed blends and adaptable planting strategy are the answer nobody outside the industry hears about.

From there, the questions got specific. Who's qualified to tell this story? What does a behind-the-curtain look at this issue require that a press release never shows? And what happens, in plain terms, if these challenges go unaddressed?

+ Strategy

Storyboarding, interview questions, pre-production, travel coordination. Every detail was prepared in advance so that days on the road could capture a story that took generations to build.

 

The shoot schedule crossed three states:

  • Tangent, Oregon – Barenbrug USA's headquarters and resource facility. 
  • Clovis, New Mexico – The Curtis and Curtis Seed headquarters. 
  • Texas Panhandle – Beattie Sales & Services, Cactus Feeders, and 6666 Ranch. 

 

+ Production

Our in-house studio team captured strategic footage, B-roll, and interviews across all four partner locations. Interview setups were built for candid, peer-to-peer conversation rather than a polished sit-down.

 

Editing carried the same attention to detail through post-production. Color grading matched the tone of each location, and professional sound remixing balanced wind, cattle, and machinery noise against the interviews without losing the candid feel. The full edit was built around the story's throughline rather than a chronological shoot order, cutting between locations to let each partner's answer build on the last.

+ Promotion

Landing Page – The documentary needed a home built to hold it. We designed a dedicated landing page (info.curtisseed.com/from-dust) to house the full film alongside the story behind it and background on each partner, giving press and prospects a single place to watch, read, and share.

 

Public Relations – As part of our launch strategy, we pitched the documentary and its story to agriculture trade press and regional outlets, positioning all four partners as the ones sounding the alarm on an industry-wide issue.

 

Social Media – We developed content pillars centered around resource scarcity to promote the documentary, alongside short-form reels shared through Curtis and Curtis Seed Company's social channels and tagging all four partners, so the story could travel through multiple audiences at once.

113K+

total video views

99.8K unique impressions within the first 90 days across channels 

+212%

revenue growth

+41.54% search visibility

+877% Facebook page views from the previous quarter

86.4M

total reach

209 media outlets

$799K advertising value equivalency

+ the outcomes

  • Gold Telly Award – From Dust won Gold for General-Documentary: Short Form, one of the highest honors in video and television, reserved for the top 3% of entries worldwide.
  • Views & Reach – The campaign's promotional reels earned 113,000+ video views and 99,800 unique impressions in the first 90 days, carrying the story well beyond the four partners who told it.
  • Business Impact – In the months following launch, one of the partners saw search visibility grow +41.54%, revenue climb +212%, and Facebook page views jump +877% from the previous quarter.
  • PR Wins – The documentary's launch was picked up by 209 outlets, for a total reach of 86.4M and an advertising value equivalency of $799K.

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