Case Study:
Wicklow Outdoors
THE BRIEF:
Visit Wicklow set out to unite eight distinct outdoor experiences under one new destination brand - ‘Wicklow Outdoors’.
The challenge wasn't simply to showcase activities, but to create a shared identity that would make the county feel like a place worth exploring, returning to and talking about.
“The films weren't the outcome. They were the vehicle for changing how people saw Wicklow.”
WHERE IT ALL TAKES SHApe:
THE CONCEPT
Rather than treating each activity as a standalone promotion, we built every film around the same emotional thread - that spending time outdoors changes how people feel. The campaign invited viewers to imagine themselves in those moments, creating a recognisable voice that could tie eight experiences together while strengthening the Wicklow Outdoors brand as a whole..
Built to Last:
THE PILLARS Of SUCCESS
VOICE
Voice before visuals.
Every script was written to move beyond describing an activity. The aim was to capture why people choose to spend time outdoors in the first place, creating narration that built an emotional connection with Wicklow rather than simply explaining what was on offer.
MOTION
Camera movement became part of the storytelling itself. Whether following runners through mountain trails or drifting quietly across still water, every shot was designed to help viewers imagine themselves within the experience, turning observation into anticipation.
SONICs
Sound wasn't simply there to support the visuals. It helped transport the audience into each landscape, strengthening the emotional connection that the campaign depended on.
Different terrains. Different tempos. One identity.
The Making:
From early concept development through scripting, production and post, the campaign was planned as a connected system rather than a collection of individual films.
Each piece needed to work independently across tourism channels while also strengthening the wider Wicklow Outdoors identity.
A small crew allowed us to move quickly across the county while capturing authentic moments that reflected the spirit of each activity.
The campaign introduced Wicklow Outdoors with a consistent visual identity and a distinctive voice that continues to support the brand across digital platforms.
Individual films generated strong engagement online, while the collection established a recognisable destination story capable of promoting the county long beyond the initial launch.