Emotionally Engaging Mums & Dads in the Home
Otway Pasta Company is an artisanal pasta brand based in the Otway region of Western Victoria.
Rather than competing on product alone, Otway Pasta sought to differentiate itself by highlighting the authentic stories behind behind every box.
The aim was to invite audiences in, not just to see the process, but to feel the care, connection, and craft that defines the brand.
Directed & Edited: Mitchell Withers
Cinematography: Josh Waddell
Sound Design: Tom Allum
Colour: Ted Deacey
The role we played
From the beginning, it was a genuine collaboration: Less about creating a brand video, more about uncovering what was at the core of the business philosophy.
We began with story discovery: multiple in-depth interviews with founder Steve Robinson revealed that the company wasn’t really about the pasta, but about the relationships that producing pasta had facilitated. This led us to structure production around three narrative threads: origin, product, and community.
Over several months, we captured scenes across Victoria and New South Wales; from the Daylesford hills where free-range chickens roam to the wheat paddocks of Curlewis (near Tamworth), to the team on the floor and a community gathering.
In post-production, we balanced Steve’s story with the product journey, crafting a narrative that felt both personal and purposeful, anchored in process, yet alive with human connection.
Our impact
In May 2025, the film premiered to a packed theatre of 100 partners, suppliers, team members and long-time supporters.
Further screenings are planned for June and July. After this run, the film will be shared across social media through both organic and paid channels, as well as at trade shows and on the Otway Pasta website.
A QR code will also appear on every box, inviting audiences to engage with the story in the time it takes for their pasta to cook.
Steve Robinson, Founder
“I’m a terrible storyteller, but we know people resonate with how it all started.
Of Place Films went to great lengths to understand our story and the various components of the business.
I was taken by the professionalism and understanding of the documentary process. It was all new to me, but the process instilled in me great confidence.
Mitchell is open and transparent, always up for feedback, while confident in his ideas. I think the quality of the outcome speaks for itself. Condensing everything down into 10 minutes and capturing the emotion of it all, it’s a credit to them.
It allows our audience to have a deeper understanding and investment in what we’re all about, for the team to have greater appreciation and buy-in.
It’s a fantastic asset for us.”
