Powers Whiskey // Old but Gold

Powers Whiskey has long been part of Ireland’s cultural fabric, a brand rooted in character, craft, and a certain unapologetic confidence. When Irish Distillers and Teneo approached us to produce a new spot for Powers, the brief centred on capturing that spirit through a very human story. The film offers a glimpse into the life of Gerald Kennedy, known locally and affectionately as “Coach”, an all-round legend whose presence and personality perfectly embody the authenticity the brand stands for.

Director Locky approached the piece with a documentary sensibility, allowing Coach’s world to unfold naturally rather than forcing a narrative. The intention was simple but deliberate. Spend time with the man, observe the rhythms of his life, and let the character of the place and the people reveal themselves. It is a portrait rather than a performance, grounded in honesty and warmth.

Visually, the film balances two distinct textures. Cinematographer Aidan Gault captured the present-day moments with a considered, cinematic eye, framing Coach within the environments that shaped him. Alongside this, Albert Hooi shot select sequences on Super 8, introducing flashes of grain and nostalgia that feel almost like personal memories. The interplay between these formats adds depth to the story and reinforces the sense of lived experience.

In post-production, the focus was on preserving that authenticity. The edit allowed moments to breathe, giving space for quiet observation as well as characterful detail. Colour and finishing leaned into the contrast between the clean cinematic footage and the textured warmth of the Super 8 material, creating a final piece that feels both crafted and intimate.

The result is a small but powerful portrait. Not just of Coach, but of a certain Irish spirit that Powers has celebrated for generations. A story of character, community, and the kind of presence that cannot be manufactured.