Tourism Ireland // The Future of Road Trips

Tourism Ireland partnered with Publicis London to launch a global campaign celebrating the future of road trips across Ireland. The brief called for something distinctive. A film that would capture the sense of adventure found on the island’s most dramatic routes while speaking to a global audience. For director Eilís Doherty, the project carried a personal layer. Donegal is home, and the opportunity to showcase the landscapes she grew up exploring gave the film its emotional centre.

The creative concept was simple and slightly surreal. A custom modified electric DeLorean travelling through some of the most striking coastal roads in Donegal and Northern Ireland. The iconic car introduced a playful nod to ‘80s cinema while reframing the idea of the road trip through a modern, electric lens. Sweeping beaches, cliffside drives and quiet headlands became the stage for a vehicle that felt both nostalgic and futuristic. The contrast gave the film its character.

Production was ambitious. Sixteen locations across two regions in just three days. Each stop demanded precise coordination between crew, transport and local conditions. From wide coastal vistas at Five Finger Strand to the dramatic views from Horn Head, the schedule required constant movement while preserving the cinematic scale of each location. Careful planning allowed the team to capture a wide range of environments without sacrificing the sense of freedom the film needed to convey.

In post-production the film’s tone was carefully shaped. Tourism Ireland’s recognisable sonic identity was reimagined with synth textures and sharp snare hits that leaned into the retro aesthetic of the DeLorean. The edit balanced sweeping landscape imagery with the car’s journey, allowing each location to breathe while maintaining a strong sense of momentum. The result feels both contemporary and nostalgic.

As the first in a four film series, The Future of Road Trips set the visual and tonal blueprint for the campaign. It captures the thrill of exploring Ireland’s most remote corners while grounding the story in the personal connection between the director and the landscape that inspired it.