2025-03-10 
11:41:25 Carma is an wonderful environmental organisation with a desire to make a tangible difference in the world. Whilst larger organisations can often employ people to manage, measure and mitigate the environmental impact of their activities smaller organisations like ours often struggle. The best we can usually do is training and follow best practice. This is where our relationship with Carma works really well for us. Founded by Iain Gurney, who was moved by the alarming rate of climate change and the prevalence of greenwashing and Jim Holland, a veteran with a profound care for both people and the planet came together and combined their passions and beliefs to Carma to life. A company rooted in the principles of genuine environmental change and human well-being, dedicated to creating a sustainable future for all whilst also helping veterans on a pathway to meaningful employment.
Our relationship with Carma began when one of their team (a veteran) reached to Vermillion’s MD, Lee Kemp, also a veteran. It might sound a bit trite but there is genuinely an unspoken compact between veterans which in circumstances like this amounts to (at the very least) listening to what someone has to say. As it turns out Carma’s mission aligned with Vermillion’s values and a commitment to help each out turned into a a pretty useful partnership. The end result is we’ve now got a concrete idea of how we can help offset our own activities and we’ve worked with Carma to capture one of their tree planting events. We were more than excited to roll up our sleeves (literally) and capture the magic of the day to produce a behind-the-scenes video production look at one of their tree planting initiatives, showcasing both the hard work and the heart behind the efforts.
Quick note: We occasionally use the term volunteers in this case study simply to mean employees from Carma’s clients.
Before diving into the filming, we made sure to get familiar with Carma’s mission and values. For those of you who don’t know, Carma is all about planting trees and fighting the global climate crisis one tree at a time whilst also employing veterans to help with their cause. Having won the 2023 Soldiering On award for Best Start Up and now planting in 9+ countries it’s clear this is an incredibly inspiring organisation, and we were very excited to help showcase the hard work they do.
Our own Carma dashboard shows us where our efforts are proving effective.
It’s pretty easy to rock up and film an event but to make the film meaningful and useful we wanted to get under their skin a little bit and capture something of the essence, the impact, the excitement of the volunteers, and the energy that comes with knowing you’re making a difference for the environment.
It’s easy for corporate organisation to talk the talk but meeting some of Carma’s clients walking the walk was pretty inspiring. And it’s surprising how few people are able to find the time these days to actually get out into nature and get their hands dirty. The day had the nostalgic feel of a school trip in many ways.
Prior to the shoot we checked the weather forecast. Inclement weather is usually a major problem for many shoots but Carma happily let us know that the tree planting days happen regardless of the conditions. Our very talented (and rugged and outdoorsy) inhouse editor and filmmaker James went over to Wales for the day, down to beautiful Glanusk, to capture the planting event, braving all sorts of weather including some sun, thankfully. Many of our shoots involve a team but this was the kind of thing a solo videographer is able to manage, from tree planters first arriving and getting briefed through to final moments of admiring just how many trees had been planted. This kind of shoot has been our bread and butter for a long time, capturing key moments of the day and using the classic interviewing technique from many previous projects like Tiney, Tandem Financial and Tough Mudder.
One of the most important elements of filming was capturing the human side of the project. Tree planting events can sometimes feel like a big, technical operation, but what we really wanted to focus on was the passion and enthusiasm from the people involved. It’s easy to overlook the people behind the scenes when focusing on the end result – but the energy that volunteers bring is a huge part of what makes these events special.
James set up interviews with Carma’s leaders as well as volunteers who were getting their hands dirty to make a difference. Carma’s leadership team talked about their commitment to the cause, the reasons behind the project, and the long-term goals of their planting efforts. You could tell they truly believed in the work they were doing, and hearing from them added a layer of authenticity to the final video production.
Pretty inspiring to see companies supporting this kind of initiative, giving their teams the chance to literally get their hands dirty in the battle against climate change and overall to see 6,000 trees planted in a single day.
One of the most rewarding parts of the shoot was getting to hear from the volunteers. These folks were there, ready to put in some serious elbow grease for the planet. As James interviewed them, the passion for the cause was clear. Volunteers shared their stories about why they cared about the environment and how being a part of this event made them feel empowered to take action.
James’ ability to create a relaxed atmosphere made the interviews flow naturally. It can be intimidating being on camera and many people in this sort of situation get ‘voluntold’ to be on camera however everyone here was keen and enthusiastic, probably due to the nature of the activity. Some productions get derailed by interviewees being overly scripted and nervous. But James was able to get people to speak from the heart. That’s the kind of content that really connects with people, and we knew that would come through when we pieced the footage together.
We also made sure to get shots of the planting process, capturing the actual sweat on camera and other tiny details, as well as other footage to encompass the scope of the day. As they say in the military, team work makes the dream work. There’s something powerful about seeing a group of people working together to make a positive impact. It was as if each tree planted symbolised a small, collective victory in the fight against climate change.
After a full day of shooting, we had an decent amount of footage to go through. James worked his editing magic, weaving together a compelling story to produce a dynamic, heartfelt video that showed Carma’s mission in action – and how people getting involved can make a real, tangible difference for the environment.
The final product wasn’t just a “look at us, we planted trees” video. It was a celebration of collaboration, of community and of sustainability. We wanted to highlight how meaningful these events are, not just in terms of the trees planted but in how they foster a sense of togetherness and action.
The event we filmed was a small piece of a much larger puzzle, but it’s these small pieces that add up to create real change. Working with Carma reminded us of the power of taking action and the importance of documenting these moments.
Filming this day for Carma was a privilege. It gave us a chance to not only help promote their mission but to witness firsthand the dedication of the people behind the cause. From Carma’s team to the volunteers on the ground, everyone involved showed that when it comes to making a difference, no effort is too small. And in the end, that’s the story we wanted to share.
So, if you’re ever looking to offset your carbon footprint or just want to be a part of something that really matters, check out Carma. They’re making a difference, one tree at a time – and we’re just happy we could help tell that story.
