The Art of Making: FARMUSE is Redefining Production

When Michelle Nicholson founded FARMUSE, she wasn’t just launching another production company — she was adamant on building a creative studio with a vision. A vision that challenges traditional models, prioritises authenticity, and places relationships at the heart of every project.

Because with over 15 years in advertising, overseeing high-stakes campaigns, Michelle had seen it all. And what she really wanted to create with FARMUSE was a welcome alternative: a nimble, collaborative, and intentionally curated approach to production.

As many of our readers know, starting a production company is no small feat. In fact, it’s a mammoth undertaking. For Michelle, the decision to take the leap into entrepreneurship stemmed from a desire to redefine what a production company could be. “The biggest challenge early on was proving that a boutique approach could stand up to larger, more traditional production models,” she tells LBB. “We had to show that being curated and intentional wasn’t a limitation – it was our strength.”

That strength is evident in FARMUSE’s ability to adapt and innovate. In an industry often dominated by rigid structures and set ways of working, Michelle saw an opportunity to create a model that was both flexible and deeply personal. 

FARMUSE prides itself on offering a boutique, curated experience, one that fosters creativity and collaboration at every stage. “Every project is a partnership,” Nicholson emphasises. “Open communication and mutual support ensure that everyone is aligned, working toward a shared vision.”

Maintaining this culture isn’t just about leadership; it’s about surrounding herself with the right people. The company has built a robust network of trusted creatives who share its values, ensuring that every project, whether in photography, video, film, motion, or audio, is executed with the same level of care and craft. “It’s not about the format, it’s about the execution,” she says.

Before launching FARMUSE, Michelle was no stranger to high-pressure, high-budget environments. Having worked on campaigns with significant stakes, she learned that the key to success wasn’t just about meeting deadlines but about fostering a culture of transparency, adaptability, and teamwork. “Clear communication ensures everyone is aligned. The ability to pivot keeps projects moving forward. And staying calm under pressure sets the tone for the entire team,” she attests.

At FARMUSE, these lessons are embedded in the company’s DNA. “We believe the best work happens when people feel supported and when challenges are met with solutions rather than stress,” she says. This ethos has allowed FARMUSE to maintain a high standard of creative integrity while ensuring the production process remains enjoyable for everyone involved.

One of the cornerstones of FARMUSE’s success is its commitment to building and maintaining strong relationships with clients, collaborators, and crew. “We’ve built a network of talented creatives who trust us, just as we trust them,” Michelle explains. “That trust is strengthened through clear communication, genuine support, and fair, equitable pay. When people feel valued and heard, they bring their best.”

This true and honest approach to the work continues to resonate with some of the biggest names in the industry. FARMUSE’s client roster includes the likes of Capri Sun, Pure Insurance, Red Kap, RCA Records, Urban Outfitters, Pella, and Hotels.com, among others. Each collaboration is approached with the same ethos: relationships first, creativity always.

When asked what she’s most proud of, Michelle doesn’t point to one single project. Instead, she reflects on the ongoing journey of building FARMUSE. “The trust we’ve cultivated allows us to create work that’s not just visually strong, but truly meaningful. Every production teaches us something new, it’s an art form that allows you to grow at every step. Making things is hard!”

Hard as it may be, this craft is a fire that burns bright within Michelle, a passion which lay the groundwork for the company. So no matter how difficult or complex the brief is, together, FARMUSE gets it done. 

Spurred on by this love of the craft, as well as many recent wins, FARMUSE’s goals for 2025 and beyond are more ambitious than ever. The company is expanding into original storytelling-driven projects, including its first feature film - four years in the making - and an unscripted series. “Our biggest goal is to deepen the relationships we’ve built with longtime collaborators and new creative voices,” Michelle says. 

It’s an exciting new chapter, but the foundation remains the same: a commitment to collaboration, creativity, and an unwavering belief in the power of storytelling. FARMUSE is proving that success isn’t just about scale – it’s about intention. And with Michelle Nicholson at the helm, the company is redefining what’s possible in production, one project at a time.