Existing footage turned into ticket-selling reels
14
vertical reels for social and Meta
3 days
from kick-off to the main set
4
audience personas in the brief
The challenge
Lots of footage, no plan.
Tickets to sell. Wilmot Field Day 2026 needed social reels to drive ticket sales to farmers, graziers and anyone interested in regenerative agriculture.
Footage already shot. The interviews and event footage came from other crews, with only snippets of B-roll.
Before Christmas. The first reels were needed within days.
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What we did
Strategy before the edit.
We started with a reverse content strategy, then edited to it.
Four personas
A reverse brief with four audience personas, seven reel concepts and the words to avoid.
Find the soundbites
We pulled the strongest moments from the interviews and wrote hooks around them, leading with the speakers audiences follow.
Drip-fed reviews
Edits were shared for review as they were finished, with hours tracked openly against the budget.
From the library
Real farmers, real talk.
The results
Reels in market.
- 14 vertical reels and 2 landscape versions for social and Meta.
- The main set delivered three days after kick-off.
- More reels added in January and February as the event approached.
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Content strategy, Video editing, Social reels, Music
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