Earlier this month, our team hit the road for a weeklong film tour across Texas with AgTexas Farm Credit. From the Burleson to Dumas, we spent the week capturing stories from nearly 30 people, including both AgTexas relationship managers and customer members.
Each stop was different, but every conversation had one thing in common: authentic people with powerful stories to tell.
Somewhere along the way, the AgTexas crew started jokingly calling Natalie “the next Barbara Walters.” The reason? Apparently, she can get anyone to talk about anything.
We all laughed about it, but that comment really stuck. Because for us, interviewing isn’t just about asking questions, it’s about building trust, drawing out stories, and helping people feel seen.
It All Starts With Curiosity
Great interviews don’t begin when the camera starts rolling, they begin with genuine curiosity. When we meet someone new, our goal is to truly understand who they are, what they care about, and why their story matters. That curiosity shapes everything we do at McFarland Productions. To represent a brand or a person authentically, we have to see things through their eyes, their goals, their challenges, and their heart. Only then can we tell their story in a way that feels real.
Real People, Real Nerves
Most of the people we interview aren’t actors or public speakers. They’re farmers, ranchers, lenders, and small business owners, people who spend their days in the field, in the saddle, or out serving their communities. So when we show up with cameras, lights, mics, and a full production crew, it’s no surprise they’re a little nervous. That’s where our job begins, not just as filmmakers, but as storytellers who help people feel comfortable enough to open up.
How to Help Anyone Open Up on Camera
Here are a few of our go-to strategies for helping people relax and share their stories naturally, whether you’re behind the camera, hosting a podcast, or just trying to get better at meaningful conversations.
- Make a friend before you make a film.
Spend a few minutes talking about something familiar, their work, their land, or the weather. A little small talk builds a lot of trust. - Ease into the big questions.
Don’t rush the deep stuff. Starting light gives people time to settle in and forget about the camera. - Show enthusiasm.
Genuine curiosity goes a long way. A smile, laugh, or nod encourages people to keep going. - Listen more than you talk.
Silence isn’t awkward, it’s powerful. Some of the best stories come after a pause. - Always end with gratitude.
It takes courage to sit in the “hot seat.” A simple thank-you reminds people that their story matters.
Every Story Has a Heart
At McFarland Productions, we believe the best stories come from genuine connection. Every interview we film is a chance to listen, learn, and celebrate the people who make agriculture and rural America what it is today. Because at the end of the day, every brand, every business, and every film comes down to people, their experiences, their hard work, and their heart. When we lead with curiosity and care, the story always finds its way out.
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