Earlier this year at the Dublin International Film Festival, Antidote and Venom hosted a special event to celebrate their shared legacy. On 25th February at The Complex in Smithfield, they marked 20 years of co-existence as sister companies operating in the interconnected worlds of TV commercials and documentary filmmaking. In this report, Adam Matthews explores how these two worlds collide and complement each other.
Blurring Boundaries: The Rise of Hybrid Filmmaking in Ireland
The line between advertising and filmmaking is more fluid than ever — as creatives navigate careers that blend both disciplines. Parallel Frames, a panel series at The Complex, explored this evolving relationship through three in-depth discussions featuring some of Ireland’s top directors, producers and industry professionals.
The first talk, ‘Crafting Commercials & Film’, examined the interplay between ads and narrative filmmaking. The discussion highlighted how many Irish directors have cut their teeth in advertising before transitioning to features. The fast-paced nature of commercial work was emphasised — sharpening efficiency and storytelling skills. As Costume Designer Sarah Flanagan noted, ‘Ads are kind of becoming more like short films’, illustrating how advertising has become a space for strong visual storytelling. While commercials require directors to work within brand guidelines, they also offer creative opportunities that can later inform feature filmmaking.
The panellists also debated the emotional impact of short-form versus long-form storytelling — noting that while adverts must grab attention instantly, feature films and documentaries allow for deeper audience engagement. The ability to work in both industries equips filmmakers with a dynamic skill set, beneficial across projects.
Filmmakers Forging Dual Careers
The second discussion, ‘Antidote & Venom: 20 Years in the Making’, focused on the journeys of Venom and Antidote. These are the two adjacent companies that have successfully bridged commercials and film. Venom makes films, while Antidote focuses on the world of advertising. Venom co-founders Andrew Freedman and Ken Wardrop discussed how their film school background shaped their approach to both industries. ‘The moment we think it possible, reality expands,’ said Freedman, reflecting on the need to push creative boundaries.
Venom primarily focuses on documentaries, while Antidote specialises in commercial work. Despite their different primary focuses, both companies share talent and resources. This crossover has proven beneficial — allowing directors and crew members to refine their craft in different storytelling formats. They also highlighted the importance of maintaining belief in the artistic value of advertising, as original and well-crafted commercials can be as impactful as traditional film narratives.
The final discussion, ‘Filmmakers Forging Dual Careers’, examined the challenges and rewards of balancing commercial work with independent filmmaking. Many filmmakers use advertising as a means to sustain their careers while pursuing passion projects. ‘You have to have that really difficult moment where you realise you can keep revising the script, or you can just make the film,’ said Rich Peppiatt (Kneecap), highlighting the need for decisiveness in filmmaking.
Sharpening Your Storytelling
Panellists shared how commercial projects often serve as a testing ground for new techniques and ideas — which can later be applied to feature films. However, they also noted that while success in advertising can provide financial stability, it does not necessarily translate into recognition in the film industry. Studios and financiers often prioritise a strong short film portfolio over commercial work when assessing a director’s potential.
Throughout Parallel Frames, a recurring theme emerged: advertising and filmmaking — while distinct — are not mutually exclusive. The skills developed in one discipline — whether in visual storytelling, collaboration or project management — are invaluable in the other. As more Irish filmmakers navigate dual careers, the integration of advertising and film is likely to continue shaping the industry — fostering both commercial success and artistic innovation.
