The Best Work You May Never See: Furlined Director Niall O’Brien, TBWA Team On eir film "For All"


Robert Goldrich
Tuesday, Apr. 2, 2024


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Niall O’Brien of production company Furlined directed this film for eir, the mobile/broadband/TV network in Ireland. Titled “For All,” the film is part of the inaugural campaign created by TBWA following the agency’s appointment last October (as BBDO Dublin).

“This campaign celebrates our first public steps in a new direction for the brand and the business,” said Oisín Masterson, director of brand and marketing at eir. “Our core purpose has always been to connect for a better Ireland, and ‘For All’ not only articulates that, it reflects the journey we have been on through our investment in infrastructure, systems and experience. It is proof of the bigger brand promise in action.”

From the rough-hewn terrain of The Burren and sea-lashed shores of Lahinch to the bustling streets of Dublin and beyond, the film weaves together a vibrant, lush, and inclusive tapestry of modern Ireland. The production spanned three shoot days, features 42 onscreen talent and 30 extras, and included two drone units, a time-lapse photographer, and the casting of personal historic footage.

“In making this film we wanted to embody the purpose of ‘For All’ not just in the campaign, but in how we made the campaign, too,” said Shane O’Brien, executive creative director at BBDO Dublin. “We worked with Irish director Niall O’Brien to create a film featuring a diverse crew and cast from across the length and breadth of the country.”

“Being away from Ireland for so long has given me an entirely renewed perspective on my own country,” said director O’Brien. “This production has been an incredible experience. Spontaneous, collaborative, exhilarating, and all seen with a fresh lens which I’ve shared with the viewers of this film.”


Client eir Agency TBWA Shane O’Brien, executive creative director; Robert Boyle, Eoin Conlon, creative directors; Sinead Lee, director; Jess Derby, head of content and production. Production Company Furlined Niall O’Brien, director; Diane McArter, president; Jay Wakefield, director of production/EP; Anne DePree, exec producer; Joshua Casey Smith, producer; Piers McGrail, DP. Editorial Gramercy Park Studios Ruth Hegarty, sr. editor; Alex Plantin, sr. producer; Simon Hargood, assistant editor. Color Outer Limits Post Production Gary Curran, colorist; Mary Burke-Milton, postproduction supervisor. Music Bicep. Sound Scimitar Sound Dean Jones, sound engineer/owner. Finishing Motherland Anthony McCaffery, head of postproduction; Laura Greally, post producer; Stephen Staunton, online editor; John O’Hagan, VFX; Annie Walsh, edit assist.

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