Welch’s

Sep 2026

In the latest brand film for Welch’s, titled Grown Here, the CPG giant pivots from the supermarket shelf to the soil, offering a poignant look at the agricultural legacy fueling its iconic products. The project, brought to life by the creative team at V A G R A N T S and agency partner Betsy Watson, centers on grape farmer Paul Kilian as he reflects on his family’s multi-generational history in Washington state. Moving beyond standard advertising, the film utilizes a documentary approach to capture the atmospheric beauty of dormant vineyards during the quiet winter months. Through a blend of drone footage and intimate, interview-style portraiture, the narrative leans into a sense of grounded nostalgia. The execution favors high-end cinematic visuals, specifically leveraging golden hour lighting to cast a warm, inviting glow over the expansive rural geography. By pairing slow motion sequences with live-action technique, the production transforms professional viticulture into a compelling human story, emphasizing the quiet dedication behind the craft. This lifestyle-oriented content successfully bridges the gap between industrial scale and personal heritage, ensuring the brand feels both accessible and deeply rooted in tradition. It is a masterful exercise in narrative pacing, allowing the landscape itself to communicate the wisdom and labor passed down from one generation to the next without feeling overtly commercial or forced.

Documentary, Lifestyle, Horizontal, Cinematic, Warm, Nostalgic, Golden Hour

Live-action Technique, Slow motion, Drone footage

CPG / Packaged Food, Food & Beverage