CCO / DIRECTOR / 2023

Launching a new platform ‘Don’t just Bet. Choose Wisely.’ for BoyleSports, Ireland’s biggest sports betting company, as we celebrate the uncertainty of sport and the need for careful consideration. The film acts an ode to rain, taking an unusual angle on sports betting and the impact weather plays and its indifference to the outcome.

Embracing the challenge of sports licensing, led us to a production that blended scenes we created with Artificial Intelligence, scenes we shot and archival footage, edited with the rhythmic ferocity Dan Sherwin is renowned for.

Collaborating with AI technicians who understand film has been a useful example of harnessing the technology as just another tool for creativity. We used a combination of Runway AI, Midjourney and Unreal Engine, which enabled us to have a lot of flexibility with shots we couldn’t license. From creating storms sequences, F1 car crashes on fictitious circuits, to tennis players seemingly losing it on Centre Court. The budget and time efficiency meant this approach was unmatched by non-AI options at our disposal.