Craig Orsini: Welch’s Farmer Owned Family Grown

After several phone calls and a very involved director’s treatment, Boston-based photographer Craig Orsini was awarded a project highlighting the farmers behind Welch’s 100% natural grape juice. Welch’s hired digital creative agency Genuine to rebrand their image to inform people, and moms in particular, about where their product is grown and the health benefits of their products to help them stand out in a competitive market.  

Since Welch’s has been around for over 150 years and is a popular product in large groceries stores, their brand is well-known. But, most people don’t know that the company is a cooperative made up of about 900 farmer families. With this rebranding, it was Craig’s responsibility to tell the stories of the farmers behind the product and to help sell the grapes that they grow.

All the people were real farmers and families, and they trusted me to tell the real story. That was the key.

The project was set to take place at some of the Welch’s farms in the Finger Lakes region of upstate New York. Craig received a list of farmers from this area who were interested in being in the film. They spent four days scouting locations and meeting with farmers to figure out which ones would be best on camera.

With Welch’s being a major national brand, this was a large production with about 30 people included in crew and another 15 from the client side and agency. Producer Kayellen Moran played a key role in making all the schedules work for all the farmers and getting the crew in the correct places. It takes a lot of planning and production to create the natural and authentic look that Craig was after. Unfortunately, no matter how much time you spend planning every detail of the project, you still can’t predict the weather.

The first part of the shoot was a week long. On one day, the weather did not hold up the way they had hoped. It was supposed to be just a passing shower but ended up being a torrential downpour. Luckily, they had a backup plan and were able to build a set for a family picnic in an old barn. It ended up being perfect, and they did not need to add any extra time to their schedule.

Craig worked with a fantastic Director of Photography, Hunter Robert Baker, who shot the footage on an Arri Alexa Mini with vintage anamorphic lenses. Craig directed the scenes, interviewed the talent, and shot the stills. Everyone collaborated well with each other, and despite a few bumps along the way, the project was a success.

All of the content has been very well received by the client’s agency and the general public.  The changes the agency made to the website are really cool.

Craig will continue to work with Welch’s and will return to some of the farms in the next few weeks when the farmers are picking grapes. In the end, he will deliver eight broadcast spots, a short film, and about 100 final stills for web, print and out-of-home advertising material. 

Additional Credits

Executive Producer: Kristen Kearns 

Executive Producer: Matthew O’Rouke 

Editor: Kat Baker 

Color AFX: Chris Santo 

Assistant Camera: Bob Raggozine

2nd Assistant Camera: Dan Keck 

Gaffer: John Cardoni

Best Boy Electric: Anthony Parcella

Prop Master: Bob Ross

Art Assistant: Rick Libertore

Wardrobe Stylist: Amanda Deyager

Makeup Stylist: Cassandra Lyons

Sound Mixer: Ben Jura

Stills Assistant: Matt Baldelli

Drone Operator: Brad Meier/Aerial Edge

Wardrobe Assistant: Karin Eckert

See more of Craig at orsinistudio.com!

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