Robert Lazenby | Bobcat

Two hundred years of family history doesn’t maintain itself. For Robert Lazenby of South Carolina, that history nearly didn't survive him.

When Robert lost his father at seventeen, the land fell with it. Fallen fences, fields abandoned, structures left to rot over the better part of two decades. What followed was a slow reckoning: a man returning to soil he'd once resented, determined to make it right for every generation that came before him.

Bobcat came to us with a two-year vision: ten customer stories that put their equipment in the hands of real people doing real work. When we found Robert, we were drawn to his story, and pitched it. It turned out to be exactly what the campaign needed, not a testimonial, but a testament.

We traveled to South Carolina and spent time on the property with him, reminisced about his past, and captured the restoration in progress: the cleared fields, the crumbling cabin, the barbed wire grown halfway into a hundred-year-old tree. The Bobcat equipment wasn't the hero of the story, Robert was. The machine just helped him get there faster.

The full documentary, social cutdowns, and stills library gave Bobcat content that worked across every format, emotional enough to stop a scroll, specific enough to mean something.

• Story development & subject sourcing
• Client pitch & campaign strategy
• Location shoot (South Carolina)
• Editing & post-production
• Short-form social cutdowns
• Still photography