Strategy
An editorial deep-dive into the 50-year legacy of one of Australia's most respected horticultural operations.
A targeted response to Pohlman's Nursery's most critical brand goals.
Focus Area
Legacy continuity and vertical brand storytelling for retail and heritage anniversary.
Core Objective
Transitioning a legacy supplier into a passionate family brand using human-scale cinematography.
After 50 years, a business can easily be seen as 'part of the furniture'. Pohlman's is a massive, sophisticated operation, but they risked being seen as just a big supplier rather than a passionate family business. The milestone needed to mean something without tipping into sentimentality.
We didn't just look at old photos, we captured the physicality of their experience. We bridged the gap between 'Big Business Reliability' and 'Small Business Passion'. The 50-year milestone became a proof point for future stability, not just a look at the past. Morning light through the nursery. Soil, hands, quiet purpose. Interwoven voices from family members and long-term staff speaking to the values that have held the operation together across five decades.
The hero film 'Rooted in Generations' and supporting content suite deployed across Pohlman's digital channels, retail partner presentations, and internal communications as part of the 50th anniversary year. Three supporting reels were built around distinct pillars: the people, the generational thread, and a compressed visual history of the business in motion.
Project Gallery
A visual record of the production milestones and highlights for Pohlman's Nursery.
