Dynamic Littlewoods Ireland Film Captures Camogie’s Punk Spirit

As part of its sponsorship of the Irish National Camogie League, Littlewoods Ireland has launched an online film showcasing the inspiring, progressive women who play the sport.

Titled ‘Style Meets Substance’, the campaign’s goal is to elevate the perception of Camogie as the brand enters its fourth year as title sponsors of the League. 

Now in their fourth year as title sponsors of the League, Littlewoods Ireland wants to bring the game to new audiences. And with the trialing of six new rules during this year’s league, this new approach comes at a good time for the game.

To create the campaign Littlewoods Ireland teamed up with award-winning Irish director Lorcan Hynes, who both wrote and directed the spot.

Shot in January, the film features Galway’s Heather Cooney, Kilkenny’s Katie Power, Cork’s Amy O’Connor, Clare’s Naomi Carroll and Waterford Captain Niamh Rockett.

Post production, handled by Raygun, was critical to the film and the team there relished the chance to collaborate on the creative from the start. They provided edit, sound, grade and VFX, with such a dynamic mix of looks and scenes.

Music was another critical component to communicate the punk attitude Lorcan wanted to channel. The film is soundtracked by Sold Out by Derry-based band, Touts, with sync and licence handled by John McCallion in Dublin.