The article focuses on participatory approaches towards ethnographic filmmaking of the intangible cultural heritage. The case study presented is the film The Craft of the Miller, part of the first Dutch nomination to the UNESCO Representative List of the Intangible Cultural Heritage of Humanity. Nomination videos must comply with a prescribed format and length. Moreover, UNESCO calls for a bottom-up approach and a strong involvement of the communities. The article offers some reflections on the dilemmas faced while making the nomination film The Craft of the Miller. The working group for its production was constituted of representatives of the Ministry of Culture, the Dutch Centre for Intangible Heritage and the Guilds of Voluntary Millers. The craft itself was visualised from the perspective of the millers. The author argues that this fits well with recent developments in the discipline of visual ethnography that calls for more reflexivity and a greater involvement of the heritage bearers in collaborative or participatory filmmaking.