02 Apr Case Study: GIY Promo Video
Who is Grow It Yourself Ireland?
Grow It Yourself Ireland (GIY) is a Waterford-based non-profit social enterprise with a mission to educate and enable a global food-growing movement. GIY operates a strong digital presence, producing regular video content around gardening, cooking, and sustainable food systems. Idiosync Films has partnered with GIY on multiple video projects across several series.
What was the brief?
GIY commissioned a short promotional video to support a partnership with Sky Television. The video promoted the Sky VIP Grow Box — a gift from GIY to Sky VIP customers — and featured GIY’s CEO and Founder, Michael Kelly, presenting the product directly to camera. The finished video was intended for distribution to Sky’s VIP subscriber base rather than public release, which shaped decisions around format, length, and tone.
How was the concept developed?
The client’s primary requirement was a clean, single-shot presentation — Michael speaking to camera about the Grow Box, without cuts to B-roll. Idiosync Films proposed filming in the doorway of one of GIY’s larger greenhouses at their headquarters. This framing placed GIY’s grass roof and vegetable patches naturally in the background, reinforcing the brand’s identity without requiring any set dressing.
The greenhouse location also provided a practical contingency for Irish weather conditions. Had it rained, the covered doorway would have kept the subject dry, and a shallow depth of field would have blurred any rain visible through the background, preserving the shot without needing to reschedule.
What equipment was used?
The production used a Panasonic 4K camera on a sturdy tripod and two bi-colour LED panel lights. Shooting at midday in a naturally lit environment, the artificial lights served primarily to maintain consistent exposure — essential when cloud cover can shift unpredictably during outdoor filming in Ireland. For audio, a lavalier microphone clipped to Michael’s shirt provided clear, consistent sound throughout. The greenhouse space did not allow for a boom microphone on a C-stand, but audio levels were monitored throughout the shoot and the result was clean.
How was the shoot managed?
Michael prepared and memorised his own script, which covered approximately one minute of spoken content. Memorising a continuous one-minute script to camera is more demanding than it appears, and multiple takes were required. Close-up shots of the Grow Box were captured between takes to provide edit points that could mask any joins in the final cut.
This project reinforced a recommendation Idiosync Films now makes consistently: a teleprompter is a worthwhile investment for any shoot involving a presenter delivering a scripted piece to camera. A single videographer can operate a static camera, monitor audio, and run a teleprompter simultaneously. The practical benefit to the presenter — reading naturally while maintaining eye contact with the lens — typically reduces the number of takes required and improves the confidence and fluency of the on-screen delivery.
How was the video edited?
Post-production was intentionally straightforward given the single-shot brief. The key editorial work involved colour grading — balancing the vivid greens of the garden background against accurate skin tones, which presents a specific challenge in green-heavy environments. A closing call-to-action graphic was designed for the end of the video, and background music was layered beneath Michael’s audio to add warmth to the final mix.
The first cut was delivered on the same day as the shoot. Two further revision rounds followed, consistent with Idiosync Films’ standard editing process: a rough cut close to the anticipated final output, a second draft incorporating client feedback, and a third for minor adjustments including subtitles and any overlooked changes.
What was delivered and what was the turnaround?
The final deliverable was a one-minute video produced within a tight deadline set by Sky’s distribution schedule for the giveaway campaign. The project was scoped as a single shoot day and a half day of editing, with one videographer and one editor. GIY were satisfied with the result, and the video was delivered to Sky on time.
What does this project demonstrate about corporate video production in Ireland?
This project illustrates that effective video content does not require large crews or complex productions. A clearly defined brief, an experienced single-camera operator, and a fast post-production process can deliver broadcast-quality results on a limited budget and a tight turnaround. For businesses commissioning video for brand partnership or sponsored content purposes, the key variables are clarity of message, quality of on-screen delivery, and speed of execution.
Idiosync Films produces corporate and partnership videos for businesses and organisations across Ireland. Contact us to discuss your next project.