Case Study:
Wicklow Outdoors
THE BRIEF:
Visit Wicklow — the official tourism board of Wicklow County Council — set out to establish Wicklow as Ireland’s leading destination for outdoor sport and activity. With the launch of their new brand, Wicklow Outdoors, the aim was to highlight the diversity of what the region has to offer, creating content that showcased eight of Wicklow’s most popular outdoor activities across some of its most scenic locations
WHERE IT ALL TAKES SHApe:
THE CONCEPT
A content series titled ‘Wicklow Is Waiting’ was conceived and realised as a collection of eight individual shorts alongside a hero commercial film, designed to distil the spirit of the new brand. Peter led the project creatively from end to end, shaping the concept, narrative, and visual language before overseeing production, filming, and post-production through to delivery.
Built to Last:
THE PILLARS Of SUCCESS
VOICE
Voice before visuals.
Every film began on the page.
The language carried the rhythm. The cadence. The emotional anchor.
It wasn’t descriptive — it was directional.
A script that could hold trail, tide, tarmac and timber under one unified tone.
MOTION
Let the camera move like the sport moves.
Trail running doesn’t feel like kayaking.
Hiking doesn’t breathe like sea swimming.
So the visual language shifted with each discipline —
pace, framing, lensing, camera energy — all tuned to mirror the physical rhythm of the activity itself.
Different sports.
Same heartbeat.
SONICs
Build the world. Then let it breathe.
Music and sound design weren’t an afterthought — they were structural.
Each piece lived in the same sonic universe: grounded, textured, human.
Natural atmospheres, deliberate pacing, and a score that supported motion without overpowering it.
The audio stitched eight individual sports into one shared identity.
Different terrains. Different tempos. One identity.
The Making:
Small crew. Big focus.
We kept it stripped back on purpose.
A compact team, moving fast, thinking clearly, staying responsive.
No ego. No excess.
Just a crew dialled into the same frequency.
That kind of setup lets you work with the landscape, not against it.
It means carrying what you need and nothing more.
It means being able to climb, paddle, run — and keep shooting.
It lets the athletes breathe.
It keeps the energy human.
And that energy shows up on screen.
When the work started doing its own work.
Once released, the films travelled.
Strong engagement across platforms. Thousands of views. Genuine interaction. The kind of response that tells you people didn’t just scroll past — they watched.
Each piece found its audience. Some quickly. Some steadily. But together, they built momentum.
More than numbers, the real impact was clarity.
Wicklow Outdoors emerged with a defined voice, a recognisable rhythm, and a visual identity that could stretch across disciplines without losing itself.
The client was thrilled — not just with performance, but with the cohesion.
Eight films. One identity. Built to last beyond a campaign window.