When Farmer John Hall lost his land during the Great Recession, neighbors Dr. Brent Ridge and Josh Kilmer-Purcell invited him (and all 80 of his goats!) to stay at their farm in upstate New York. After Googling ways to use excess goat milk, Brent and Josh began making bars of soap to sell at local markets. As their products grew in popularity, the couple officially launched Beekman 1802 in 2008. Brent and Josh were able to build Beekman 1802 into the world’s largest goat milk-based skincare brand. They now employ around 225 people, have sold nearly 20 million bars of soap, and even have a live goat cam so customers can watch Farmer John care for the herd in real time. Most importantly, kindness still serves as the core ingredient of everything they do.
Throughout the year, Xpedition’s Creative Content team finds and tells stories that deliver impactful messaging for our clients’ pillar moments and campaigns, while humanizing their brand and highlighting the tangible value of their products. In early 2022, as Google planned for Pride Month, they approached us with an interest in telling the story of a business owned by members of the LGBTQ+ community that had reached great heights through Google tools. Our team conducted research to find, vet, and interview potential leads that might be the right fit for this particular campaign — a process that often involves reviewing and pitching dozens if not hundreds of potential stories. As we looked into the Beekman 1802 story, we knew that their commitment to inclusion, compelling on-camera presence, and strong Google metrics would make them the perfect fit to feature.
Over the course of three days, our team filmed with Brent, Josh, and several of their employees on their farm in small-town Sharon Springs and at Beekman’s company headquarters. From initial ideation through the final legs of post production, Xpedition worked very closely with the Google team to ensure that the creative reflected Google’s larger messaging and activation goals for Pride 2022. Through interviews with several Beekman team and community members and cinematic footage filmed on site, our team wove together an inspiring narrative about how a mission rooted in kindness and authenticity has had a ripple effect not only on the Sharon Springs community, but also on Beekman’s large and continuously growing customer base. The finished film also highlights how Google products have helped the brand reach a wider audience and empower others around the globe.