Origin Productions
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From the Dirt

 

From the Dirt Teaser

 
 
 

About

From the Dirt is a lifestyle brand designed to tell the stories of the farmers who feed the world. The brand is a collaboration between Northwoods Collective, the award-winning creative agency behind Project Upland and Endless Migration, and Origin Productions, a film production company dedicated to tell the best stories in visually compelling ways.

Centered around short documentary features and supported by podcasts, articles, photography, and other media, From the Dirt will pull back the curtain on where consumers get their food. Farmers will tell stories of raising cattle and growing crops on land farmed by their grandparents. The audience will share the trials and the triumphs of those who bring life to the world.

 

The Team

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Chet Hervey
Business Affairs

Chet Hervey is a co-founder of the Northwoods Collective and the manager of it’s business affairs. He lives in the chimney of northern Idaho with his wife, son, and their Braque du Bourbonnais.

He brings his background in film and television distribution, media production, and corporate consultation to propel From the Dirt to greater growth and impact.

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Sheffield Leithart
Brand Manager/Video Director

Sheffield Leithart is a co-owner of Origin Productions. His main accomplishments are as a director, but he also has extensive experience as a writer, editor, sound mixer, and director of photography. He has written and directed short and feature films, worked with Amazon to create documentary videos, and has working with number one bands like Shinedown and Zac Brown Band on music videos and live performance videos. He currently lives in northern Idaho with his wife and three kids.

As brand manager and video director for From the Dirt, Sheffield will ensure that the media content will be absolutely top notch.

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Justin Spencer
Creative Director/Producer

Justin Spencer is a co-owner of Origin Productions where he produces, writes, and acts. He lives in northern Idaho with his wife and two girls and holds a masters degree from the prestigious Bristol Old Vic Theatre School in the UK.

He will use his experience in storytelling to develop content for From the Dirt that captures imaginations.

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Brendan O’Donnell
Content Editor

Brendan O’Donnell is a writer, woodworker, and photographer. Fascinated with landscapes and tools and the arts since a boy, he has spent his life looking for ways to unsentimentally portray rural life through short stories, articles, and images. With his wife and three children he raises pigs, chickens, vegetables, and fruit on his six favorite acres of Idaho

As writer and editor of From the Dirt’s written content, Brendan will honestly and lovingly convey the hard work and complicated beauty of what it takes to bring things like food and lumber out of the earth.

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Channels

Films

From the Dirt films will be the cornerstone of the brand experience. These short documentary features will be timeless and beautiful, highlighting farmers and their crops around the country. The films will connect with and inspire the audience, driving engagement with the brand’s other platform channels. From the Dirt will release a new film each month. Each film’s promotional window will kick off with a 30-second teaser and follow up with a 90-second trailer. All films will be supported with a 12-month digital ad-buy.

From the Dirt will launch with two films targeting the Palouse region in the northwest United States.


 
Howard Jones

Howard Jones

Howard Jones is a third generation farmer who lives and farms in the rolling hills of the Palouse. The soil he works is some of the richest in the United States and produces the garbanzo beans found in hummus as far away as England. He has stories galore and immense knowledge of the unique challenges farmers in this region face and how those challenges are overcome.

 
 

Crop Duster

Ag Pilots of the Palouse

Ag pilots have one of the most dangerous jobs that exist. Flying 10-15 feet above the ground at 80 mph is challenging enough on flat ground, but flying that low among the huge, rolling hills of the Palouse takes another kind of crazy. This will be a story of who these brave men and women are, and why they are crucial to farmers as they grow crops to feed the world.

 

After launching, From the Dirt will produce ten more films over the next twelve months. The remaining planned films are as follows:


Gila River Farms

A partnership between the Pima and Maricopa people, Gila River Farms comprises more than 14,000 acres in Arizona. It provides employment and training to tribal members and provides significant benefits to the financial health of the community.


Coombs Family Farms

Family owned for seven generations, Coombs Family Farms has been tapping the same maple tree since the late 1800's. They are located in Vermont.


John Boyd Jr.

John Boyd Jr. is an African American farmer living in Virginia, just like his father, grandfather, and great-grandfather before him. He is also the founder of the National Black Farmer's Association.


Joshua Citrus

"In 1880 James Shelfer moved his family to Florida, settling in Joshua Creek near Arcadia. He planted his first orange tree soon thereafter and the rest is history. A little over one hundred years later we established Joshua Citrus, Inc. and began shipping the fresh Florida citrus that our family had been growing in this area for generations"


 

Website

The From the Dirt website will be a visually-compelling, curated collection of all the media content the brand produces. In addition to the From the Dirt films, the website will feature a blog full of original narrative stories, regional profiles, and farming news and demographic information. These articles will be designed to drive engagement and discussion, while also building the connection between the audience and the land. They will be great resources for the audience to understand how and where their food is grown and the humans that grow it.


Podcast

Brendan O'Donnell, Justin Spencer, and Sheffield Leithart will host the From the Dirt Podcast on a bi-weekly basis. The podcast will center on hearing stories from farmers. The hosts will pull out generational wisdom from those who are most connected to the food we eat.


Social Media

Each video and blog entry will be accompanied by extraordinary photography that highlights the beauty and lives contained in the films. These photos will be visual food for the soul and released on all social media platforms. The 30 second teaser trailers will be released on all social media platforms to drive viewers to the site. In addition to actively sharing From the Dirt content, the social platforms will share relevant content from other sources. The goal is to drive an active and passionate audience from every corner of the U.S. to each From the Dirt content platform.

Advertising

From the Dirt is fundamentally concerned with bringing quality to its audience—quality content and quality partners. It is not about advertorial, and the core goal is not to convince its audience to simply buy products. It is about inspiring its audience to care about the food they eat and the farmers that grow it. And this is where advertisers come in. From the Dirt will place products and logos organically in each of its channels.

To that end, we are pleased to offer the following a la carte options:

 

Podcast

Host-read ad on the bi-weekly podcast.

$200 30-second advertisement
$300 60-second advertisement

Film

Opening logo, product placement in teaser, trailer, and feature. There will also be 30 high-resolution still photographs taken during film production, delivered to partner for unlimited use.

$4,000 per film

Article

"Presented by partner" line and logo on the article. The article subject will also be developed in consultation with the partner.

$600 per article

 

We also offer three, multi-channel partnership options, each with a different combination of advertising options across From the Dirt channels.

 

Level 1
$5,000

12 available

Includes:

  • One film - Opening logo in teaser, trailer, and feature.

  • Podcast - Host-read ad on the bi-weekly podcast for three months.

  • One article - "Presented by partner" line and logo on the article. The article subject will also be developed in consultation with the partner.

  • Bi-monthly product images with tagging on Instagram and Facebook for three months.

Level 2
$10,000

6 available

Includes:

  • Two films - Opening logo in teaser, trailer, and feature.

  • Podcast - Host-read ad on the bi-weekly podcast for six months.

  • Two articles - "Presented by partner" line and logo on the article. The article subject will also be developed in consultation with the partner.

  • One web advertisement on the From the Dirt website with a trackable clickthrough link. Ad will be ROS and will run for six months.

  • Bi-monthly product images with tagging on Instagram and Facebook for six months.

Level 3
$15,000

3 available

Includes:

  • Five films - Opening logo in teaser, trailer, and feature.

  • Podcast - Host-read ad on the bi-weekly podcast for twelve months.

  • Three articles - "Presented by partner" line and logo on the article. The article subject will also be developed in consultation with the partner.

  • One web advertisement on the From the Dirt website with a trackable, clickthrough link. Ad will be ROS and will run for twelve months.

  • Bi-monthly product images with tagging on Instagram and Facebook for twelve months.

 

Presenting Sponsor
$50,000

We also offer one presenting sponsor partnership level at $50,000.

Everywhere From the Dirt appears, across all channels, it will appear as From the Dirt Presented by Partner.

  1. Logo on the main page of the website.

  2. 15 second commercial space before every film.

  3. Podcast - Host-read ad on the bi-weekly podcast for twelve months.

  4. One web advertisement on the From the Dirt website with a trackable, clickthrough link. Ad will be ROS and will run for twelve months.