AIB – First Impressions

Part of a wider 360 campaign for AIB’s Homes product range — TV, radio, out-of-home — this was the social component, and it needed to work differently to all of it.

The brief was to create something that felt native to social channels rather than adapted for them. The concept centred on a couple viewing a house, caught in a brief, unguarded moment — framed as doorbell camera footage. Candid, intimate, and plausibly accidental. The kind of content that stops a scroll precisely because it doesn’t look like an ad.

Two things had to land for it to work. The first was performance. Doorbell footage reads as real only if the people in frame feel completely unaware of the camera — which means the chemistry between the cast had to be genuine and the direction had to pull performances that didn’t show their edges. Any hint of construction and the concept collapses.

The second was cinematography. We needed the footage to pass as a consumer doorbell camera — the slight distortion, the fixed angle, the compression — while still being something we could actually craft and control. The solution was a fisheye lens combined with considered set decoration that sold the environment without over-dressing it. That same setup also had to work across three formats: 9×16, 1×1, and 16×9, with the framing and composition holding across all three without a separate shoot for each.

The campaign performed strongly on social, which validated the core argument: that big campaigns deserve bespoke social executions, not resized cutdowns.

Director: Adam Kelly
DoP: Eoin Lennon
Assistant Camera: Abbie Hegarty
Location Sound: Dean Murray
Line Producer: Treasa O’Friel
Casting: Shauna Griffith

Agency: Droga5 Dublin
Creative Director: Alex Ingarfield
Creatives: Anthony Ortuso & Conor Kenny
Producer: Siobhan Coakley
Account Management: Lauren Murphy & Darragh O’Connor