Will Simpson

Creative technology · SharkNinja · 2025

RTÉ Idents: America into Dublin

An American suburban setting rebuilt as a Dublin-inspired street for a broadcast RTÉ ident.

My role: Creative Direction, Motion Direction, Workflow Design

The footage used in this RTÉ ident was distinctly American. I decided an Irish street would feel more at home, and developed the replacement environment from research into Dublin's colourful Georgian streets.

The setting was built up piece by piece: the street and pavement, trees, iron railings and a front garden with locally appropriate flowers and foliage. Those details helped the view feel natural while retaining the original performance and product.

Matching the camera movement was the hardest part. The new environment had to follow the existing shot convincingly as the view moved towards the street.

The localised ident was broadcast on television for several months. The comparison shows the original shot followed by the Irish version.

Before and after

Pl. 01 · Film Before, then after: the American street replaced with a Dublin-inspired setting

Building the street

Building the street, pavement, railings and garden using location references
Pl. 01 Building the street, pavement, railings and garden using location references
Credits
  • Creative direction, environment research, build and replacement
    Will Simpson
  • Tools
    Weavy, Gemini 3 (Nano Banana Pro), Kling O1 Edit, Photoshop, After Effects
  • Client
    SharkNinja

Prompt text has been redacted from the workflow images shown here.