BriefThe global pop sensation CMAT, for some reason, wanted to shoot a music video in county Donegal. Luckily her long term collaborator Eilís is a Donegal native and knew all the best links. Raw, local, and proudly offbeat, the aim was to celebrate Donegal subcultures and the county's unprecedented level of country music fandom. A custom dress featuring Daniel O’Donnell, designed by Cúpla, became the visual anchor.
ProcessThe concept fused country music, farming life, and rally car culture into one irreverent but affectionate world. Production was demanding: transporting a tour bus across rural roads, coordinating with local communities, and adapting to extreme weather.
High winds disrupted setups with the band’s expensive equipment scattering over fields, but the team adapted quickly, using the chaos to enhance authenticity. Filming with rally cars added further challenges, including noise and sync issues, but performance and timing held strong.
Result In post, the edit balanced bold, performative moments with intimate cultural details. Colour grading preserved the richness of the landscape while embracing its grit. The music video was shortlisted for Best Colour Grading at the Shark Awards, and has racked up over one million views on YouTube.
