Brief
Our Food Roots aim to build greater public awareness, trust and support for Irish farming. We know that Irish beef and dairy are among the best in the world, but we’re not always comfortable shouting about it.
Core's creative solution was the borrow the confidence of people who have no problem singing their own praises; rappers.
Enter Grazin’ Squad, the first-ever rap crew of Irish farmers. With an original track (produced by Folding Waves) our job was to turn the idea into a full-scale music video that felt fun, confident and proudly "from the farm".
Production
Visually, we drew inspiration from the golden age of hip-hop videos: the late ’90s and early 2000s. 'Still D.R.E.' was a key reference for its cinematic scale, vibe and sense of a whole crew coming together.
We translated that visual language into an Irish farming world. Gold bars became blocks of butter. Milk was poured into martini glasses. Lowriders became tractors and quad bikes. A milking pump became a microphone.
Shot across fields, farmyards, cattle sheds and a milking parlour, the film combined bold performances with wide lenses, slow motion, punchy zooms and playful visual effects. A large supporting cast brought the energy of a classic crew video.
The casting and styling kept everything grounded. Our leads felt like genuine Irish farmers, with subtle hip-hop touches woven into their everyday workwear (yes, that's a diamond cow medallion). Influencers and extras from real farming backgrounds appeared throughout, making sure the world felt credible.
Result
The finished film is a joyful, larger-than-life celebration of Irish farming. It playfully elevates and dignifies the farm and its workers, celebrating hard work and pride behind Irish food production.
By combining authentic farming life with iconic hip-hop swagger, Grazin’ Squad turned a serious message about public trust into something funny, memorable and shareable.
