Tourism Ireland ‘The Future of Road Trips’

BriefTourism Ireland partnered with Publicis London to create a global campaign celebrating the future of Irish road trips. The goal was to capture adventure across the island’s most dramatic routes while appealing to an international audience. For director Eilís Doherty, she knew exactly where to shoot, her home county of Donegal. 

ProcessThe concept centred on a modified electric DeLorean travelling through coastal roads in Donegal and Northern Ireland blending nostalgia with a modern, sustainable lens. Production was fast-paced: 16 locations in 3 days. Tight coordination ensured cinematic quality across diverse landscapes while maintaining a sense of spontaneity. In post, a retro-inspired soundtrack and dynamic edit balanced sweeping vistas with forward momentum.

ResultWe feel we definitely captured the freedom of exploration across Ireland’s wildest landscapes. As the first in a four-part series, it established the visual and tonal direction for the campaign while grounding the story in a genuine connection to place.