CANNA Team GB Influencer Documentary

We needed to create a piece of content that both connected with the target audience but also didn’t alienate that of CANNA’s current audience. With the previously produced Grower Diaries series we had proven that the documentary format had been a success with already established audiences and so decided upon this as the format. The only challenge then was ensuring that tonally the piece hit the mark with the new audiences, yet still maintained the standard of production set by the grower diaries series. 

To overcome this, on location we incorporated a more raw unfiltered approach through fly-on-wall documentary filmmaking techniques in conjunction with a highly polished studio piece where James held the role as both presenter and narrator for the series. To ensure that this “studio” didn’t feel corporate or “too broadcast” we utilised a unique warehouse location with exposed brick, pipes and graffiti over the walls. We complimented this with dynamic lighting to ensure that the piece hit the right balance between high-production and grit.