Gaining Traction

When you launch the most powerful tractor in the country, the content has to match the machine. Case IH Australia and New Zealand came to us to capture the Steiger 715 Quadtrac across a range of eye-catching locations for its launch.

The audience here's farmers and operators who know this equipment inside out, so the work had to earn respect from people who could tell the difference between a machine that had actually done a day's work and one staged for a camera.

We sent a two-person crew to Temora for three days to shoot the Quadtrac doing its actual job on the farm, running its full range of implements: sowers, seeders, tillers. That meant a mix of techniques, shooting from a buggy alongside the machine, and a series of drone approaches, several of which turned into dogfights with a very persistent hawk.

We leaned into the aeronautical angle for the hero shots, parking the tractor beside one of the last remaining Spitfire fighter planes at the Temora Aviation Museum. And for a human note, we filmed young Lachie playing with his model Quadtrac before climbing into the cab of the real one.

We delivered a suite of more than 30 videos and over 300 stills, all approved on the first round. Case IH put them straight to work across the launch event, social media, brochures and the Case IH website.

No single view count is quoted here because this was a launch asset build feeding many channels, not one campaign. The result is a deep, launch-ready library that carried the machine across every surface the brand touches.

The social cuts did their own heavy lifting: one reel from the launch content reached 750,000 views organically, the single biggest audience any piece of Australian content had put in front of the machine.