BORD NA MONA
Rebrand - Corporate.
Collaborating with Sadhbh O'Beirne at Zero G to create a series of still and moving visuals to capture and convey Bord na Mona's shift in focus from non-renewable to renewable energy.
Role - Photography, Consultancy, Production, Video Direction, Casting.
Year - 2020/2021/2022
Client - Bord Na Mona / Zero G
I worked extensively with Bord na Mona renewable energy throughout the two years of 2020 and 2021, as they worked on a rebranding exercise, changing from the very root of their being as a brand, across the varied divisions of their business.
The core focus of the business was going through a total shift in perspective from finite energy to renewable energy - or from the ground to the sky - and I was hired to create a resonant visual representation of this. This was a very ripe project space for understanding the current commercial zeitgeist as a whole. It was a magnification of the core shift that is happening at the root of most businesses in today's world as sustainability becomes the currency of commercial exchange.
It was inspiring to spend time close to the core of the shift. Immersing myself in this project over two years, as we continue to evolve awareness of how we consume.
Not just physically, but emotionally and spiritually and all interchangeably.... the deepest word being energetically.
It may seem like there is not much in common between an energy business and other businesses but the core changes are similar across the board and consumption itself is not the issue, but how we consume is.
A lot of the conversation we are having to inspire the change is in the negative, around the conditions that are driving us to change but it's important not to get lost in the catalyst. I approached the project from a positive perspective to see what might be waiting at the other side of the changes and shifts that are happening. The negative, catalysing conversation becomes a positive when we recognise that we never understand how the future unfolds until we look at it in retrospect. To experience the positive change now, we can tune into our own energy system and sense it. It is there to be felt in the air, in the land, in being itself.