(Portfolio · Organic Valley)

Creative lead of video production

Raji Vela led video production for Organic Valley, a national organic brand and farmer owned cooperative. Four years directing, shooting, editing, and producing the work that carried the brand from the pasture to the family table, including the national iHeartRadio campaign.

Role: Creative Lead,
Video Production
Tenure: Four years
Output: 80 to 110 video
assets a year
Scope: Produce, direct, DP, audio,
casting, camera rental

The reel

(1:27)

Year in review, cut for Organic Valley. Campaign highlights, marketplace wins, and the cultural moments the brand showed up in.

The national spot

(Broadcast)

Organic Valley's national campaign. Raji operated camera. ROQA supplied the rental gear.

Organic Valley product lineup on a table, mountains behind

Protecting Where Your Food Comes From Organic Valley · National broadcast · First aired November 2024 Camera operator
Gear by ROQA Watch

The farmer series

(Series)

Long form farmer vlogs for Organic Valley's channel. The crew traveled to farm after farm, sat with the families who supply the cooperative, and cut the footage into episodes that put a face and a place behind the carton. Brand to consumer, one farmer at a time.

Farmer in a pasture beside a Jersey cow, herd grazing behind

Why We’re Farmers: Sonya Roberge Organic Valley · YouTube series Producer, editor Watch

Diverse talent, national stage

(Casting)

Raji brought diversity and inclusion into the work by casting diverse talent. The Grassmilk and Shreds packaging campaign, shot July 2023, put Black families at the center of a national dairy brand's lifestyle photography. ROQA supplied the camera package.

Produced and engineered

(05)

Organic Valley's 2024 and 2025 iHeartRadio campaign. Five spots cut to standard radio durations. Raji produced and engineered the audio on all of them.