Hero Photo Credit: Nicole Finch
“Partnering with Nadus Films has only strengthened our brand for the past seven years. Together, we’ve breathed new life into how the horse industry tells its story — bold, cinematic, and unmistakably Spendthrift. Nadus isn’t just a vendor; they’re a true creative partner who understands our vision and helps bring it to life.”
— Eric Gustavson, Spendthrift Farm
When it comes to world-class Thoroughbred breeding, Spendthrift Farm stands at the pinnacle, the most dominant stud farm in North America, and one of the most influential forces in the global racing industry. Known for producing elite stallions like Into Mischief, the #1 sire in North America for six consecutive years, Spendthrift’s impact on the sport is undeniable. That legacy was cemented yet again when Sovereignty, his third Kentucky Derby-winning son, captured the 2025 crown, further establishing Into Mischief as the most dominant sire in the world.
For over seven years, Nadus Films has been honored to partner with Spendthrift Farm to produce award-winning equine video content that captures the power, legacy, and beauty of these champion stallions. Our collaboration has spanned high-end commercial videos, intimate storytelling pieces, and annual stallion announcement films that set the tone for the entire industry.
We recently sat down with Joel Cunningham, Marketing & Communications Director at Spendthrift, to reflect on the journey and talk about what sets this partnership with Nadus Films and the content we create apart.
You’ve worked with Nadus Films for over seven years now—what has made that creative partnership so consistent and enduring?
The relationship we’ve had with Nadus Films as our creative video partner has been incredibly rewarding for Spendthrift. What has made it so strong and enduring? Those guys are driven, they’re confident, and they expect to be great. Their motto is “making films that make a difference,” and they consistently deliver on that in their work for us as a trusted video production company.
When we hired Nadus Films more than seven years ago, Spendthrift was committed to returning to the top of the Thoroughbred industry, and we were looking for a company that could follow suit by taking our video brand to new heights. We have an in-house marketing team that is capable of handling nearly everything under one roof; however, video production was a crucial area that we required a high-level partner and collaborator for a long-term collaboration.
From day one, they have provided tremendous vigor and value to our mission, and we have grown our commitment to video accordingly through the years. One of my favorite things about Nadus Films that has contributed to our long-term partnership is that we both hate complacency and are always looking to one-up the previous project, whether through elevated storytelling, fresh creative direction, or integrating cutting-edge techniques like drone cinematography. You cannot fake that, you either have that culture or you don’t. In my opinion, it is a quality that every great creative person or team possesses, and Nadus Films has it.
Spendthrift Farm is one of the most recognized names in the thoroughbred industry. How has the video content produced by Nadus Films contributed to building that national and global recognition?
Again, it goes back to the quality of work and ability to truly make a difference. Their level of bold creativity, production value, and knowledge of the Thoroughbred industry is a combination that is unmatched. It’s provided for a video brand and product that matches our position as an industry leader, bringing amazing stories to life for Spendthrift, our horses, and the Thoroughbred industry.
Their approach to thoroughbred farm video production and equine video marketing has elevated our brand storytelling in ways that continue to resonate both nationally and globally.
Can you share a bit about the awards or recognition that the collaborative videos between Spendthrift and Nadus Films have received? What do those accolades mean to the brand?
As a marketer, it’s important to regularly benchmark your best work against that of your peers, to see how your creative holds up, especially against brands in more mainstream industries with larger marketing budgets. Through this award-winning video production and our shared focus on equine branding, partnering with Nadus Films, we’ve been fortunate to earn numerous Addy Awards, including Best in Show, as well as multiple Emmy nominations, and even a win. That kind of video content success reinforces the value of this creative collaboration and its impact on our brand.
How does Nadus Films approach storytelling in a way that resonates with Spendthrift’s audience, both inside and outside the thoroughbred world?
Nobody else captivates with the level of detail, emotion, and real meaning in their storytelling like Nadus Films does. Their approach to branded content and story-driven video is second to none. These guys are a tight-knit team with a myriad of talents and life experiences, and that combination of diversity gives them a unique perspective and energy that shows up in their work and the way they attack projects as a team. In my estimation, it is the secret sauce that has allowed them to create difference-making content that rises above the white noise and resonates with real impact. They bring a distinct Kentucky video production sensibility that feels both authentic and elevated. Bottom line, these dudes love what they do, and they relish an adventure.
Have you noticed other farms or equine brands attempting to replicate the style or approach of the content Nadus Films has created for Spendthrift? What sets our work apart?
I believe the work that Nadus Films has done for Spendthrift has certainly been recognized and received very positively throughout our industry. It’s become a benchmark in equine marketing video and continues to set Spendthrift’s video and brand storytelling apart from others.
Some things have definitely been picked up by our competitors over time. However, few have been able to get close to matching the level of cinematic quality that Nadus Films is consistently capable of achieving. Their ability to deliver competitive video production backed by an original video strategy is what truly sets them apart.
Why do you think video storytelling has become such a powerful tool for brands like Spendthrift Farm, and what role has Nadus Films played in that evolution?
I always tell our team that we should feel pressure when it comes to promoting an iconic, long-standing, industry-leading brand like Spendthrift’s. The beautiful grounds, architecture, history and horses on this farm make for incredible subject matter, which carries a huge responsibility when capturing content and telling our story.
There’s nothing that captures it like video can. As part of our broader marketing strategy for farms, it is an extremely powerful medium for us, and a big reason we wanted to work with Nadus Films. Their approach to commercial video production helps us shape brand identity through video in a way that feels true to who we are. I know that they will not only meet those high standards with our video storytelling but also continue to raise the bar in our industry.
For other companies considering working with Nadus Films, what would you tell them about the process, professionalism, and final product?
With Nadus Films, you’re getting more than just a production team. You’re partnering with a trusted video agency and a Louisville video production company—you’re gaining a creative partner that’s deeply invested in your story and your impact. They’re collaborative from day one: they listen, ask the right questions, and bring a strategic mindset to every creative decision. As a professional video team, the product they put out is not only beautiful and well-crafted but also purposeful and resonant. They know how to cut through the noise and consistently create difference-making work that connects your brand and the audience.
Filming some of the most valuable horses in the world is not easy, as Thoroughbreds can present significant challenges. Access is usually limited and there are a lot of safety barriers in consideration of both horse and human that can be counterproductive to many projects.
Without a great deal of professionalism, we simply would not have been able to accomplish the award-winning work that Nadus Films has done for Spendthrift. It really speaks to the trust and respect that has been established in this partnership that goes beyond just our marketing department, but across our entire organization.