TG4—Ireland’s Irish-language broadcaster—had a new original drama to promote.
‘An Bronntanas’ told the story of a small fishing village drawn into dark and dangerous territory. To draw in viewers, TG4 needed a cinematic campaign that could set the tone without spoiling the plot.
My job? Create a visual tease that would build suspense, communicate genre, and capture attention—fast.
Agency: Publicis Dublin
Client: TG4
Industry: Broadcasting, Entertainment
Project Type: Cinematic commercial, promo for original TV series
Role: Creative concept, scripting, production direction
Key Outcomes: National cinema release, high TV ratings for premiere, strong media coverage
Tease the story of a small fishing town that’s soon to be rocked by tension, drama and murder. We needed to create excitement among viewers for Ireland's Irish-language answer to Breaking Bad; showcasing the tone and subject matter (and all in less than 30 seconds).
We wrote and produced a single-shot cinematic promo that slowly revealed the mood of the show.
Beginning in calm, almost meditative silence, the camera panned along a fishing boat as quiet clues began to hint at darker undertones. The tension grew. The score tightened. The sense of dread built.
By the time the camera reached the end of the boat, the audience didn’t need a single word to feel what was coming.
• National cinema distribution ahead of major feature films
• High viewership for the series premiere
• Earned media coverage across Irish press and entertainment sites
• A successful creative approach repeated for future TG4 drama launches
• Cinematic concept and creative direction
• Promo scripting and storyboarding
• Voiceover direction and sound design consultation
• Editorial input for promo cut
• Delivery for national cinema and online use
Unlike most trailers, we couldn’t rely on fast cuts or plot highlights—this was all about mood. Our goal was to let the camera do the storytelling and to create a lingering feeling that something big was coming. The sound mix, pacing, and art direction were all calibrated for suspense. What made this campaign work wasn’t what we showed—it was what we made people feel.
Freelance copywriter working with agencies, brands and startups.
