The New Holland CR10, launched from a Dalby paddock

The CR10 is New Holland’s flagship combine, and its Australian launch needed more than the global brochure kit. Australian buyers are expert, sceptical of overseas footage, and they want to see the machine working local crop in local conditions before they believe the spec sheet.

CNH needed a launch content set built here: films that walk a buyer around the machine and show it harvesting, plus photography strong enough to carry the campaign.

We shot the CR10 at Dalby in Queensland during a live harvest window, which means one chance at the light, the crop and the machine together. Drone-led coverage put the scale of the machine against the scale of the paddock, down to golden-hour frames as the sun hit the horizon.

The deliverable set was built for every channel at once: a walkthrough film and a product demonstration film, each cut in 16:9 for web and dealers and 9:16 for social.

One shoot window produced a complete launch library: product films in both formats and a set of aerial stills that hold up as campaign heroes, several of which now carry the agriculture pages of this site.

The CR10 work sits inside a four-year partnership with CNH Industrial, the same relationship behind the Steiger 715 reel that reached 750,000 views.