IRISH DISTILLERS - AMBITIOUS SPIRITS
The purpose of this project was to create a short film that promotes the Early Careers Graduate Programme for Irish Distillers. The goal was to attract the target audience, namely Gen Z to apply to work in Irish Distillers. Through research, we learned that the audience care about their future and finding the right fit with a grad programme. As digital natives, they have grown up having choice and accessibility at their fingertips so their expectations of all forms of media are high across the board. They are culturally aware and engaged, so they can see inauthenticity from a mile away. They care deeply about sustainability and diversity and only want to be associated with brands they can trust, who follow through on their promises.
What do graduates look for?
• Balanced: financial stability and flexible working environment
• Quality of work: putting their degree to good use, innovating, adding value, skill development, rotations
• Career progression: personal development, constant feedback, access to leadership, long term opportunity
• Learning and development: relevant programmes and on the job training and support
• Make an impact: work with purpose, with a focus on sustainability
• Community: they want to find interesting and fun people that they would enjoy working with every day
• Pride: they want to join a company they can be proud of, this could be brand-led or value-led (sustainability/diversity)
My role in the project as Creative Director, was to engage the brief owner, stakeholders and current graduates within the programme to devise a strategy for the content. Through research, interviews and following my 7 step creative process, I developed a content structure, script and in collaboration with The Mix creative team, worked on everything from pre-production, the shoot and post-production. The output plan included a primary video piece that covered the three main pillars of the grad programme: Engineering, Supply Chain and The Lab and three shorter pieces focused on each area.
Crew:
Creative Director – Jen Connell
Creative Director – Jen Connell
Directors – Jen Connell & Ville Korpela
Producer – Gemma Stack
Script Writer – Jen Connell
Director of Photography – Louis O'Flynn-Martin & Luis Diaz
Editor – Lee Byrne
Producer – Gemma Stack
Script Writer – Jen Connell
Director of Photography – Louis O'Flynn-Martin & Luis Diaz
Editor – Lee Byrne
Cast:
Denis Broderick
Christian Daly
Caoimhe Doddy
Patrick Lambe
