PRE-PRODUCTION, PRODUCTION, POST-PRODUCTION
AGTONOMY
The Project
Since 2022, Definition Films has partnered with Agtonomy, an AgTech company building autonomous equipment and software for the future of farming. What began as a single investor demo has grown into a multi-year partnership: recurring coverage at the World Ag Expo each year, product launches with equipment manufacturers including Doosan Bobcat and Kubota, and sales content built to make the case for automation directly to growers.
The Content
Agtonomy ROI. Built from footage captured across our Bobcat and Kubota shoots, this film makes the business case for automation to permanent crop growers facing labor shortages, tight margins, and the need for consistency across acres. It shows Agtonomy-enabled Bobcat CT4045 and Kubota M5N units working in the field under the oversight of a single operator, framing automation as a way for skilled teams to cover more ground, not be replaced by it.
World Ag Expo. Each year, we travel to the World Ag Expo in Tulare, the country's largest annual agricultural trade show, to capture Agtonomy's booth and live equipment demos. We turn the footage into a social and LinkedIn cut the next day, giving Agtonomy timely content while the show is still top of mind for the industry.
A Day in the Life. Following an AgTech operator through a full day of work, this film shows how Agtonomy-enabled equipment lets operators set up, monitor, and manage farm tasks from their phone. We delivered a 2-minute film along with a set of shorter cuts for social media.
AT450X, Powered by Agtonomy (with Doosan Bobcat). When Agtonomy partnered with Doosan Bobcat to launch the AT450X, the industry's first autonomous electric articulating tractor, we produced the launch content. We captured wine harvest, olive transport, and multi-tractor operations simultaneously, and we built a 3.5-minute video loop that played at CES 2024.
Investor Demo. The project that started it all. We produced Agtonomy's first investor demo film, including an interview with CEO Tim Bucher on his vision for the future of farming. We built original motion graphics to visualize the software-to-tractor interface, captured drone and multi-camera footage on site, and delivered ten short-form Instagram reels to help launch Agtonomy's social presence from scratch.
The Impact
What started as a single investor pitch has grown into a body of work that's tracked Agtonomy's rise step by step, and earned us a standing role in their year-round content needs:
Helped Agtonomy build investor confidence with a polished demo and motion graphics that made complex software tangible
Gave Agtonomy a social media presence from day one with a ready-made library of short-form content
Positioned the AT450X launch on a global stage at CES 2024, alongside one of the largest equipment manufacturers in the world
Became Agtonomy's recurring crew for the World Ag Expo, with next-day content turnaround each year
Extended the partnership into direct sales enablement, with the ROI film making the case for automation to the growers who'd actually buy it
