As part of the wider relaunch of Castell Howell’s web presence in 2024 - including a full website rebuild and a social proof video series - we were also commissioned to produce a brand video.
The original idea was ambitious: to tell the “farm to plate” journey that lies at the heart of everything Castell Howell does. We developed a narrative concept, storyboarded scenes, and began scouting locations across Wales - from local farms to food production sites. But as the process unfolded, some behind-the-scenes complications with land access and supplier availability slowed things down.
Meanwhile, the work on the website and customer stories was starting to reveal something bigger - something that couldn’t be captured by a script alone. The real story of Castell Howell wasn’t just about logistics or supply chains. It was about people. It was about roots.
Founded by Brian Jones on his family farm, Castell Howell had grown into one of Wales’ largest wholesalers. But despite that growth, it had held onto something rare: a genuine family feel, a deep sense of place, and a humble, grounded way of operating.
One day, I simply asked: “What if we just filmed with Brian on the farm?” We were already shooting across Wales for other content, so we could use that as b-roll. All we needed was Brian, on the land where it all began, telling the story in his own words. No big production, no scripted narrative - just honesty.
A few days later, I found myself standing on a hillside at the old family farm - just me, Brian, and a few curious cows. Brian will be the first to admit he’s not a big fan of being on camera, but after a relaxed chat to get to know each other (my preferred way of working before interviewing), the camera faded into the background. What came through was something raw, grounded and truly personal.
The final result struck a chord. It moved people - both inside the company and beyond. Parts of the video were even featured on S4C’s 'Cefn Gwlad' in an episode featuring Brian, filmed a few weeks later.
Now, when visitors land on the Castell Howell website, they don’t just read about the company - they feel something. They see and hear the heart behind the business. And that’s something no written copy can fully capture.
For me, this has been one of the most rewarding projects I’ve worked on. Not just because of how well it turned out, but because of what it represents: turning a challenge into a better idea. A huge thanks to Brian and the entire Castell Howell team for trusting the process and making it possible.
- Dylan @ Four Waves
