jozue

McCain

  • Photography
  • Filmmaking
  • Social Media

Two chapters of McCain's CSR programme: portraits of two French farming families, then a seven-episode Instagram series on regenerative agriculture.

from theroots

Farmer in a cap and plaid shirt, arms crossed, standing in a potato field under a blue sky, McCain

No studio, no set. Two farms, two families, and whatever the weather decided that day. Because sometimes McCain’s clients forget that fries are just potatoes from northern France.

Two families, two roots

Hands rinsing a freshly dug potato, water splashing, in a green field, McCain farming families Farmer kneeling in a field and cutting open a tuber with a knife, McCain farming families Farmer climbing into the cab of a blue tractor on a ploughed field, McCain farming families
Farmer in a brown polo in front of a blue tractor and a red harvester, McCain farming families
Misty dirt path running along a field at dawn, trees in the distance, McCain farming families Electricity pylons crossing a green field under a pastel sky, McCain farming families Single wind turbine on the horizon beyond long ploughed rows, McCain farming families
Boots and jeans walking across dry, freshly worked soil in low sun, McCain farming families Farming family of all ages posing on a metal fence under a blue sky, McCain farming families Cupped hands holding freshly dug potatoes still covered in soil, McCain farming families
Potatoes rolling along a sorting conveyor, a worker's arm above them, McCain farming families Weathered hands sorting freshly harvested potatoes on a green conveyor belt, McCain farming families Farming family lined up in front of a brick barn with a blue wooden door, McCain farming families

From Generation to Regeneration

Wind turbines standing over a freshly ploughed field under a clear sky, McCain regenerative agriculture

From generation to regeneration.
Seven episodes, one question each, answered by Christophe and Frédéric, who farm in Pas-de-Calais and are pioneers in the regeneration movement.
Pictures are used in the McCain photo bank.

Episode samples

From generation to regeneration, the series: a farmer in a dark sweater leaning in a barn doorway, McCain
What is fertile soil? A fork lifts potatoes out of dark soil, episode of the McCain regenerative series
What is a cover crop? A farmer in a black fleece, eyes closed, episode of the McCain regenerative series

Climate is
changing.
We’ve got to
change the
way we
produce too.

Farmer with glasses in a white shirt leaning on a tool in a potato field, McCain regenerative agriculture
Blue tractor working a field below three wind turbines, McCain regenerative agriculture Hand holding up a whole potato plant, roots and tubers hanging, McCain regenerative agriculture Open hand full of cover crop seeds against a red background, McCain regenerative agriculture
Aerial view of green and golden fields stretching to the horizon, McCain regenerative agriculture
Purple phacelia flowers, a cover crop, with a bumblebee in flight, McCain regenerative agriculture Hands crumbling a clump of soil to show its texture, McCain regenerative agriculture Portrait of a farmer with glasses in a navy polo, warm background, McCain regenerative agriculture
Farmland at sunset under an orange sky, trees on the horizon, McCain regenerative agriculture

Credits

Agency

AustralieGAD

Productions

TATAPROD
Barbero&You

Role

Photographer
Director

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