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The US shoe brand teams up with Farm League to highlight the unique and deeply personal stories of Shelly Abbott and E.J. Engler
Creative film company Farm League and US-based shoe brand Red Wing have teamed up once more to pay tribute to US trade workers and their unwavering dedication to their craft in two new documentary-style shorts. In the latest installment to the ‘Wall of Honor’ series, the authentically crafted films continue to celebrate Red Wing’s commitment to trade workers and their awe-inspiring stories.
Directed by Taimi Arvidson, the films spotlight two new honorees - Shelly Abbott (foundation driller) and E.J. Engler (builder and architect), highlighting their unique and deeply personal stories. With extensive experience in the documentary and episodic space, Taimi uses empathy as a clear focal point in her work. Her style of directing demonstrates a profound respect for real people and their stories, which lends itself perfectly to these films.
Launching for Mother’s Day, the first film in the series tells the story of Shelly Abbott - a third generation foundation driller and the first woman in her family to work in the trades. The film, shot in Hemet (CA), traces the hardships Shelly has endured being a minority in her industry and her unwavering commitment to her career and family. That same drive propelled her to support her son and, using her craft, she built a skatepark in their yard with the aim of teaching him to ‘never accept limitations placed on him’.
In a continuation of the ‘Wall of Honor’ series, the second film features builder and architect, EJ Engler. Based in Gallatin Gateway, MT, the film explores the ways in which his upbringing in a Midwestern farm family combined with his education in architecture has led him to a career in the trades where he now creates beautiful and sustainable low impact homes and businesses.
The film with Shelly Abbott was released on Sunday May 8th, in line with Mother’s Day in the US, whilst E.J. Engler’s film will launch in June.
Taimi Arvidson, director at Farm League, comments: “I was so inspired by the way Red Wing chooses to uplift and honor the stories of tradespeople as a brand. Shelly is pure heart and resilient — both in her professional life and as a mother. And making sure we authentically showed that through an emotional lens was the guiding light of this film for me.
Sometimes the most important thing I do as a director is create the right environment where people feel comfortable sharing their stories. It’s being a vehicle for them to be themselves. The end result is a film that allows Shelly’s soul to shine through every word, every frame, and every moment so we truly honor the incredible strength of tradespeople and mothers.”
Client - Red Wing
Head of Creative and Brand- Aaron Seymour-Anderson
Marketing Director- Hilary Tollefson
Corporate Historian- Clare Pavelka
Program Manager, Marketing Operations - Sarah Bryant
Production Company - Farm League
Director - Taimi Arvidson
Founder, Executive Producer - Tim Lynch
Executive Producer - Michael Pizzo
Producer- Theo Fischel-Bock
DOP - Nick Midwig
Post Production Company - Farm League
Post Producer - Theo Fischel-Bock
Editor - Cavan Faucett (Forager)