Echoview Fiber Mills is tex­tile mill and farm locat­ed in beau­ti­ful west­ern North Car­oli­na. Dur­ing a recent over­haul of their mar­ket­ing and brand, their agency Orbital Sock­et brought us in to pro­duce some videos for the web and some addi­tion­al pro­mo­tion­al mate­ri­als.

We want­ed peo­ple to under­stand the val­ues of qual­i­ty and sus­tain­abil­i­ty that dri­ve Echoview, and also the peo­ple behind it, so we cre­at­ed two dif­fer­ent con­cepts to match. One is an over­ar­ch­ing brand video, fea­tur­ing the the company’s process from farm to store. And the oth­er is a series of inter­views with the peo­ple behind the scenes, fea­tur­ing the pro­duc­tion team, the farm­ers, and Echoview’s founder.

Brand video

In our brand video, we hoped to tap into the emo­tion­al core of the com­pa­ny and its val­ues, and to high­light that they are one of the few remain­ing tex­tile plants left in the Unit­ed States. It was impor­tant for the video to have a nat­ur­al, local, and organ­ic feel. 

We shot it over the course of three days on loca­tion at the Echoview farm and in a retail store in Char­lotte, NC. We uti­lized tight shots of peo­ple and fab­rics, so peo­ple could feel the work being done by the farm­ers hands, and then feel soft, clean linens that result.

We cut the piece togeth­er in such a way that a direct con­nec­tion is made between where the cloth is pro­duced and where it final­ly ends up. The edit­ing and post pro­duc­tion was inten­sive as we passed detailed feed­back between our teams, Orbital Sock­et, and the peo­ple at Echoview.

And we capped it all off with some­thing real­ly spe­cial: an orig­i­nal song writ­ten and per­formed by NC-local and sis­ter of our Direc­tor, Hol­ly Grant. Her sim­ple, peace­ful acoustic song pairs beau­ti­ful­ly with shots of a fall morn­ing on a farm in the moun­tains.

Interviews

The inter­views were used to high­light Echoview’s val­ues, and the sto­ries of peo­ple who shape them and live by them.

There are lots rea­sons why peo­ple love work­ing for Echoview: their love of mak­ing qual­i­ty goods, their focus sus­tain­abil­i­ty, their con­nec­tion with the farm itself.

One par­tic­u­lar­ly mov­ing moment was fea­tures the head groundskeep­er explain­ing how his fam­i­ly has worked this piece of land for gen­er­a­tions. He has a gen­uine love for the prop­er­ty, and we were able to real­ly see his pride in con­tin­u­ing the work his fam­i­ly start­ed so long ago.

We loved work­ing with Echoview and Orbital Sock­et, it was one of our favorite projects this year!

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