At Two Doors Down Productions, we’re often brought in at a very specific moment in a company’s growth. Although the mission is clear internally, the story needs help translating externally. The key is figuring out how to communicate that in a way that feels both human and credible. Something that is built to last and not just show what the company does, but why it matters.

That was the case when we began working with Propagate AG.

Propagate is building an ambitious agroforestry platform designed to scale regenerative agriculture in a practical, measurable way. By equipping farmers, landowners, and investors with actionable tools and grounded data, they turn long-term environmental goals into tangible outcomes. Working across climate, food production, land stewardship, and economics, Propagate integrates trees into farmland to create more resilient and productive systems.

It’s meaningful work, but similar to any effort in reshaping interconnected systems, it’s inherently complex.

From the start, it was clear our role wasn’t simply to produce a few videos. It was to help Propagate translate a sophisticated mission into a clear, emotionally grounded visual language. Assets that could live across their website, investor conversations, sales efforts, and social channels without losing coherence.

What followed was a full creative video strategy, designed from the ground up. The work included an anthem film, a founder story, explainer content, farmer case studies, and a cohesive social campaign. Together, these pieces were built to support a single, unified narrative rather than functioning as isolated deliverables.

Starting with Strategy, Not Scripts

Before a single frame was shot, we focused on understanding Propagate’s world.

That meant spending time with the leadership team and unpacking long-term visions, and getting clear on who these stories needed to reach: farmers considering agroforestry for the first time, institutional partners evaluating credibility, and stakeholders who needed proof, not hype.

Rather than treating each video as a standalone asset, we approached the project as a narrative ecosystem, where every piece served a specific purpose to reinforce the larger whole.

The guiding principle was simple: lead with trust.

As Ethan Steinberg, CEO and Co-Founder of Propagate, put it: “They treat this like a collaboration with shared purpose. They took the time to understand what we’re building and why it matters. They respected the farmers and the work enough to capture it the right way, and that makes all the difference.”

In agriculture, especially regenerative agriculture, authenticity isn’t optional. Farmers can spot marketing from a mile away. These are stories that carry real implications for the people, land, and future so it was essential that the work felt grounded and real.

The Anthem Video: Setting the Emotional North Star

The anthem film became the emotional backbone of the entire campaign.

This piece wasn’t about features or metrics. Instead, it focused on why agroforestry matters, why the land matters, and why long-term thinking is essential in a system often driven by short-term returns.

Visually, we leaned into landscapes, hands in the soil, trees taking root, and the quieter moments that signal patience and stewardship. These are images that communicate values without needing explanation.

Tonally, the film balanced optimism with realism. It acknowledges the challenges inherent in regenerative agriculture while pointing toward what becomes possible when time and care are truly built into the system.

The Founder Video: Vision, Credibility, and Trust

With the anthem setting the tone, the founder piece added clarity and authority.

Founder-led storytelling can easily slip into pitch mode, especially in emerging sectors where education and fundraising often overlap. We were intentional about avoiding that. Instead, the focus stayed on origin: the problems Propagate set out to solve, what the founders saw missing in the existing system, and why agroforestry became the foundation for the company they chose to build.

By grounding the story in lived experience and personal conviction, the film created space for credibility to emerge naturally. The result was a film that felt personal without being promotional - rooted in belief rather than sales language.

The Explainer Video: Making Complexity Accessible

“When we think about agroforestry, it's more than complex,” Ethan explained.

But just because agroforestry isn’t simple, that complexity doesn't have to feel confusing.

The explainer film was designed to bridge that gap, clearly outlining how Propagate works, what differentiates their approach, and how farmers and landowners engage with the platform. The challenge was offering a clear entry point into the system without flattening its nuance or stripping away what makes it credible.

This piece provides the structural foundation behind the mission, reinforcing the values established in the anthem and founder pieces. Educational content has the ability to inform without necessarily “talking at” the viewer. Within TDD’s mindset, clarity can coexist with depth.

Farmer Case Studies: Letting the Work Speak for Itself

The farmer films centered on real farmers implementing Propagate’s model in the field.

“Farmers and operators are the heroes of our story,” Ethan said. “The storytelling helped us put attention where it belongs and focus our energy on the partners we actually want to build with for the next ten years.”

These stories explored why they chose agroforestry, how it’s impacted their land, and what the future looks like because of it. We approached these as short-form documentaries rather than testimonials, prioritizing lived experiences over soundbites.

As we spent time with these farmers, we were keen to capture their grounded honesty. There was no need for any credibility to be manufactured, it came directly from the farmers themselves. By making space for challenges, learning curves, and tangible outcomes, the work felt transparent and earned.

The Social Campaign: Extending the Life of the Story

From the beginning, every shoot was designed with Propagate’s social channels in mind.

Rather than treating social as an afterthought, we intentionally captured moments that could live beyond the long-form films. The result was a library of short-form pieces, cutdowns, pull quotes, visual beats, and observational moments that felt native across platforms while still reinforcing the broader narrative.

This approach allowed their story to unfold over time, meeting audiences where they are while maintaining consistency.

A Cohesive System, Not Isolated Videos

Each piece served a distinct function, but all were connected through a consistent tone, visual language, and point of view. Together, they formed a system, not a collection of isolated assets, but a narrative designed to grow alongside the company it represents.

For us, this project was a clear reminder of why we do what we do.

When strategy leads, storytelling follows. And when storytelling is rooted in truth, it doesn’t just market a company, it builds trust, creates momentum, and establishes long-term value.

Ethan shared, “What I liked about filming with TDD is that the footage didn’t just show farms. It carried the feeling of truly being there. And that matters, because if you haven’t felt it, it’s hard to understand why this is worth doing.”

Agroforestry requires patience. It demands thinking beyond immediate returns and investing in outcomes that unfold over time. That philosophy mirrors how we approach our own work. We think carefully about how stories live beyond their first release. When intention is embedded early, storytelling has room to be measured and meaningful.

Building a Brand from the Ground Up: How We Partnered with Propagate AG to Tell a Bigger Story