Ireland’s deep-rooted support for its national football team is legendary, with fans known for their friendliness and unwavering loyalty. This passion is famously captured in works like Roddy Doyle’s The Van. Despite often being seen as underdogs, Irish fans are united by a shared belief in their team’s potential to overcome any challenge.
Core’s Mark Tuthill, Rob Murray, and Robert Potts drew inspiration from a classic football moment—the free kick just outside the penalty box. They transformed the defensive wall into a powerful metaphor, representing the nation’s unity. In their concept, the wall of defenders symbolizes the collective strength of Irish fans, standing together to protect the goal. This compelling idea was brought to life in Sky Ireland’s emotionally charged ad, titled ‘Bound by Belief.’
Directed by Henry Mason, the sixty-second ad combines the raw authenticity of real Irish football fans with the grandeur of a packed national stadium. Special effects enhance the visual impact, creating a tribute that is both visually stunning and emotionally resonant. The ad celebrates the unity and belief that define Irish football fans.
Henry Mason commented, “Creating films that are both epic in scale and deeply personal is my passion. When I saw the script for this Sky ad, I immediately reached out to my connections in Ireland to get involved. I’m grateful that Core’s creative team supported me in this endeavor.
“Bringing together an authentic cast of real Irish football fans and integrating them into a complex post-production world was challenging, but with Andrew Freedman from Antidote Films and Jason Watts from Free Folk post-production, we achieved our vision. Keeping genuine emotion at the core of the spot was crucial.
“A special thanks to Kate O’Callaghan, Core’s business director, whose determination and leadership were key to making this project a reality.”