Zach Anderson’s Raw and Real Look at Generational Farming for Zoetis
For his latest project with Zoetis, photographer Zach Anderson collaborated with the Milwaukee-based agency Bader Rutter on a captivating video and stills production set at Ideal Dairy Farm in Hudson Falls, NY. The assignment involved capturing the generational life and day-to-day operations of the farm, showcasing the unique balance between tradition and innovation, with a focus on the farm's commitment to sustainability and the struggles they face. The project highlighted the farm's long-standing history, its dedication to the dairy industry, and the care and respect they maintain for both the land and the animals they nurture.
Shot over the course of two packed days, Zach’s approach leaned heavily into available light to create the raw, authentic feeling that has become a hallmark of his style. The series of images create a poignant depiction of what life on a farm looks like. We invite you to learn more about this project and learn a bit about the family who runs the farm, like Lorraine, the 92-year-old matriarch. Her face telling a story and Zach’s translation of her stories to imagery.
What was the ask of the client and agency and how did the location and talent support the execution of the creative?
The shoot was for Zoetis and the agency was Bader Rutter out of Milwaukee. It was both a video and stills production but more of a divide-and-conquer approach than shooting over each other's shoulders. We were capturing a dairy farm's generational life and operation in Hudson Falls, NY. We focused on the innovations they make for farming and the struggles they face.
These were shot at Ideal Dairy Farm in Hudson Falls, NY. Being a run-and-gun approach and lots to capture in 3 day schedule that was packed into two actual shoot days. Available light was key and one of the main ingredients to my look and style. Shooting with available light allows me to move very quickly but with precision.
The talent is as real as it gets. They are the owners and operators of the farm and has been in their family for over 100 years.
What was the highlight of the shoot?
Getting to spend time and photograph the matriarch of the family, Lorraine. She’s 92 and had one of the most beautiful faces ive ever photographed. It was truly enriching and humbling to speak with her and hear her stories from all of her years. We all felt very lucky to hear her share them.
What was a challenge from the shoot?
While there are always hard moments on set, this shoot went very smoothly since this is the second time I worked with the agency and this client. You always have to show up on location in a fluid state, ready to adapt to any possible changes or challenges that can happen at any second.
How does the style of this collection compare with your other work?
This shoot has the same raw, reel feeling I try to bring to all of my shoots. That's not only because we are working with “real” talent but I am photographing them as if I were working with talent or actors. After shadowing the family for a day to see how they operate the farm, I will have them recreate it in a more visceral way.