Horseland 40th Anniversary Branding Video
Client Background
Horseland is Australia’s best-known retailer for horse riders and equestrian communities. With more than 40 years in the industry, they have become a familiar part of the riding world, supplying gear, equipment and essentials to riders of all ages.
To mark their 40th anniversary, Horseland wanted a branding video that celebrated the connection between generations of riders and the role the company plays in that community.
The Challenge
Horseland wanted a story that felt personal, nostalgic and emotionally rich without promoting specific products. The video needed to represent riders of different ages, incorporate historical footage, and show how riding is shared across generations. It also needed to include Australian Olympic gold medallist Stuart Tinney and his daughter, Gemma.
Horseland supplied a large library of archival footage from the 1990s and early 2000s. None of it was catalogued, and all of it needed to be digitised. The final narrative would depend heavily on what this material revealed.
Our Solution
Concept Development
After meeting with the Horseland marketing team, we developed a concept built around memory, community and heritage. The story would be told through the eyes of a young girl discovering riding, with archival footage intercut to show how passion for horses passes from one generation to the next.
We then planned a production day at a stable in the Yarra Valley. Our videographer capturing riders of different ages, everyday stable life and natural interactions between people and horses. This gave us the visual foundation needed to build the narrative in post-production.
Production
We began filming at sunrise to take advantage of warm light, natural silhouettes and a strong emotional tone. The conditions allowed for a broad and visually rich set of footage covering riding, preparation, and the relationship between riders and their horses.
We also introduced aerial shots to show the landscape and add movement and scale to the final piece.
Editing & Storytelling
Once the archival footage was digitised, we discovered family moments, home-video riding clips and scenes from Horseland events. These helped shape the emotional backbone of the story.
We wrote a short script and brought in a young voice actor to narrate the story. This narration connected the archival material with the new footage and created a clear emotional throughline. We also intercut shots of Stuart Tinney competing at the Olympics to highlight the brand’s connection to the highest levels of the sport.
Music was a crucial part of establishing the tone. After testing multiple tracks, we selected one that supported the nostalgic and reflective feel of the story.
The Outcome
The video received a Silver Distinction at the Australian Video Producer’s Awards (2018).
The final branding video was used in Horseland’s national 40-year celebration campaign and featured in their email marketing.
Client Feedback
“PERFECT!! There were some tears in the audience. Honestly the brief was as tough as it gets. A lot of pressure at our end to deliver. Complex in so many ways when you don’t come from our industry. Thank you so much. The work reflected the amount of professionalism and commitment that was provided. We really do appreciate the brilliant work you did.”
— Ty Robinson, Head of Marketing, Horseland
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne-based video production company established in 2002. With more than two decades of experience, Ryan has helped leading Australian businesses, government departments, and non-profits communicate their message with clarity and impact through video. He’s known for his strategic approach, reliable process, and commitment to producing videos that deliver measurable results.
