Black Hills Energy serves more than 1.3 million electric and natural gas customers across eight states—Arkansas, Colorado, Iowa, Kansas, Montana, Nebraska, South Dakota, and Wyoming—bringing essential utility services to rural and agricultural communities. They hired Creative Olsen to document and promote the role of natural gas in agriculture. The objective: create compelling, trustworthy content that resonates with farmers—an audience known for their no-nonsense sensibility and deep resistance to anything that feels like a sales pitch. Our approach was simple but powerful: tell real stories. We produced documentary-style videos featuring authentic voices and unvarnished farm life, illustrating how natural gas supports the agricultural industry. These stories weren’t just honest—they were effective. The content exceeded expectations. The videos continue to be used at trade shows, in advertising campaigns, and one was even featured during the Super Bowl—proof that authentic storytelling can cut through the noise and make a lasting impact.