2025-02-21 
17:36:54 AGCO is one of the world’s leading manufacturers of agricultural machinery and a long-standing client of ours. They recently reached out to us about their next project and it was quite unlike anything we had been asked to do previously. Mental health has long been an issue in the farming community for a range of reasons. Many countries recognise the issues with farmers experiencing higher rates of stress, depression, anxiety and even suicide compared to the general population. In fact in some territories the conversation around mental health isn’t as advanced as it is in the UK. We were asked to create a campaign about mental wellbeing for AGCO three brands of tractor manufacturer: Massey Ferguson, Fendt, and Valtra. The aim of the campaign was to raise awareness about mental health issues among farmers and remind farmers that it’s not just tractors that need downtime and care.
Much of our work is video production but the concept we came up with meant this had to be an animation. Whilst we do a certain amount of animation in house it was clear this needed specialist involvement. Rather than try and bluff it we spoke to a number of companies before settling on working with Gazmotion.co.uk for animation, and the brilliant at WeAreBeard.com for character design and illustration.
As is usual for many of our projects these days the project’s scope was pretty expansive. We’ve only made one project in the past 5 years at least that only had one output. In this case we were producing three brand-specific films, each one with bespoke elements for each brand. These films needed to speak directly to the values of each, while retaining the main identity of the film. On top of that, the films would need to be adapted for multiple formats across various digital channels. That meant 16:9 for YouTube, 9:16 for Instagram Stories, and 1:1 for social media platforms like Facebook and LinkedIn. In total, three brands, 3 different aspect ratios to be delivered in 11 languages along with a couple of other deliverables for specific use cases. Plus clean versions for several of the markets to adapt to their own purposes.
This is a process we’re very much used to and have written about in relation to our largest AGCO project so far, Vin to Win, that had hundreds of deliverables.
The project required a lot of coordination between different formats, languages and brand identities. But before all this getting the animation right was vital. The key to this campaign standing out was delivering a solid creative execution. Our creative eye for video production comes in handy but one of the big advantages of animation is everything is within reach, no requirement for locations, recces, cranes, huge lighting, waiting for sunset and only getting one chance to get it right. But with this freedom comes the same responsibility to do justice to the brief. With the subject matter being as sensitive and important as mental health, we needed to handle the storytelling with empathy and care, while also ensuring that the visuals were striking enough to keep people engaged.
Animation was an easy choice for this video production as it’s a great way to ground its message whilst also being visually captivating. A lot of start ups and explainer videos use this approach purely because of this – like our more recent project, Shido. By choosing animation, we were able to maintain a serious tone when discussing mental health whilst being creative in how this messaging came across. Animation also gave us the flexibility to illustrate some of the more abstract aspects of mental health—like isolation, stress, and the pressure of farming life—in a way that was accessible to all audiences.
The animation and illustration teams did a genuinely incredible job, working with us to get the right balance of tone and style whilst keeping each film different enough to work for each brand. We made sure the films felt true to each brand while staying focused on the real message at the heart of the campaign: looking after your mental health is just as important as looking after your equipment.
When AGCO asked us to be involved with this as our next project we knew that this was important in a different way to what we normally do, not only for AGCO but for their farmers. Farming is a tough business, with extremely long hours, unpredictable weather and financial uncertainty, so it’s no wonder mental health can have a huge toll. It’s easy for mental health to take a back seat when you’re managing a farm, but the reality is that mental health struggles amongst farmers are widespread and need to be addressed.
The campaign didn’t just focus on the struggles though — it also highlighted the importance of support and mental wellbeing. During our research we looked to other incredible organisations (links below) who also do brilliant work.
– Yellow Wellies Raising Awareness of farm safety and changing attitudes around farm safety.
– Farm Community Network (FCN): Offering free, confidential support to farmers and their families in times of need, whether it’s financial, mental health, or personal.
– The Royal Agricultural Benevolent Institution (RABI): Supporting farmers, farmworkers, and their families through times of hardship, including mental health support.
– Mind: Although not farm-specific, Mind’s resources for rural communities have made a huge impact in helping those struggling with mental health across the UK’s agricultural sectors.
At Vermillion Films, we pride ourselves on our ability to craft provocative and creative work that pushes the boundaries for large, established companies and brands. When it comes to video production, we take a tailored approach, understanding that each project is unique and requires a fresh perspective.
Whether we’re working on corporate storytelling, agricultural campaigns, or videos aimed at promoting social change, our team brings the highest level of creativity, precision, and empathy to every project. Our experience working with brands like AGCO proves that we can tackle complex, sensitive issues with both creativity and care. From mental health films to corporate storytelling and animation, we’re committed to producing videos that don’t just get views — they get people talking.
One of the things that sets us apart is our deep understanding of how video production in Birmingham works and elsewhere, from concept to delivery. We’re not just about shooting beautiful footage; we’re about ensuring that every shot tells a story and contributes to the bigger picture. Whether it’s through the use of cutting-edge animation or cinematic visuals, we bring ideas to life in a way that not only captures attention but also drives action.
The AGCO wellbeing campaign was a perfect example of this philosophy in action. We took on the challenge of crafting a campaign that was not only creative but also impactful and meaningful. By collaborating with incredible partners like Gazmotion and WeAreBeard, we were able to create a set of videos that blended creativity with a clear message — mental health in farming matters, and we can all do our part to support those who need it.
Looking back on this project, we couldn’t be prouder of the work we’ve done with AGCO. We’ve helped to shine a spotlight on a vital issue that affects so many people, while also producing films that reflect the heart of the brands we worked with. In doing so, we’ve played a part in making a difference in the lives of farmers and agricultural workers everywhere.
At Vermillion Films, we like making videos but occasionally a project comes along that’s important to us and this is one of those. And when it comes to mental health videos, animation, and video production that speaks to real issues, we’re here to make sure your brand’s message is heard loud and clear, across all platforms and in every language.
