AIB – Tick Tock

The brief arrived with urgency built in. AIB needed a closing film for their sustainability conference — something that would land, linger, and move a room full of executives to act. The creative concept was deceptively simple: a group of children, counting. Tick tock. Time running out.

We shot on location in a forest in Wicklow, the day after a significant storm had moved through. The aftermath actually served the film — broken light through disturbed canopy, a landscape that felt unsettled. It was the kind of accidental context you can’t plan for but don’t ignore.

Directing a cast of children on a tight schedule and budget requires a different discipline on set. Less technical direction, more creating the right conditions and knowing when to roll. The performances that came back were genuine, which is what the concept needed to work.

The 60-second cut was delivered for the conference and landed well enough that the client returned for a 30-second version. That cut ran on the Late Late Toy Show — one of the most watched broadcasts of the Irish television calendar and the most expensive ad slot of the year.

Director & Editor: Adam Kelly
DoP: Albert Hooi
Focus Puller: Laurent Murray
Sound Recordist: Farhad Katrahmani
Boom Operator: Megan Nelson
Locations: Niall Milton

Creative Director: Ste Rogers
Producer: Claire O’Doherty
Executive Producer: David Lynch

Grade: Andrew Francis @ GABHA Studios
Colour Producer: Daffyd Upsdell
Sound Mix: Mark Richards @ Mutiny Studios