Fareway — SOURCED LOCAL

Client: Fareway · Agency: Flynn Wright

Filmed in DES MOINES, IA

Overview

Fareway and Flynn Wright wanted a spot that tied the grocer's meat market to the place it comes from: Iowa, its farms, and the families who work them. The result is a warm piece of Americana that travels from the countryside to the meat counter to the family table.

The Challenge

Make the care behind Fareway's beef something you can feel. That meant capturing authentic farm life across multiple days and locations, and making meat look beautiful inside a working grocery store — under the kind of light no one would choose to shoot product in.

The Idea

A grandfather drives his granddaughter through the countryside — partly seen through her eyes — out to a field to feed the cattle. We cut to real moments at the Fareway meat counter, and the story pays off at a Sunday family dinner in a farmhouse. From the pasture to the plate, the spot is about care passed down.

The Craft

Jacob took on a producer-director role here, and casting the locations mattered as much as casting the people: a classic red barn, cattle of a specific color and type, the right truck. Hands-on art direction and styling shaped every frame. Inside the store, a deliberate lighting strategy made the meat and product look their best, and the farmhouse was lit for an atmospheric warmth inside and out. Some of the most powerful moments were unscripted — a woman bottle-feeding a calf became unexpectedly emotional on camera. Jacob directed, DP'd, and edited.

Working with the team

Luminary has worked with the same handful of Flynn Wright creative directors for five to six years, collaborating several times a year. That continuity means shared shorthand, trust, and the freedom to chase moments like the ones that make this spot land.

- The spot aired regionally and led to several more Fareway commercials.
- It strengthened a long-running creative partnership with Flynn Wright that continues today.
Directed, shot, and edited by Jacob Moyer, who also produced. Multi-day, multi-location production. Brought to life with our trusted team of craftspeople — art direction, wardrobe, hair and makeup, food styling, lighting, and grip — who help us build every project alongside our clients.

LET’S WORK TOGETHER

Want your audience to feel where it all comes from? Let's make them dream with their eyes open.

START A PROJECT

MORE WORK

Mediacom — "Blockbuster"

Sixty seconds about coming home. No discounts, no hard sell.

BH&G — "Modern Makers

Four women who left their careers to work with their hands.

Lonestar — "Just the Rain"

A father, a daughter, and the rain that brings her back.