It's the passion, care and attention to detail of the industry's craftsmen and women that can elevate commercials into the realm of excellence or allow a good idea to sing. Creativity takes courage so it's important to honour it.
Aoife McArdle is an award-winning Northern-Irish filmmaker based in Belfast. Her background spans narrative music video, short film and commercial work, and she has won multiple awards across the industries. Her breakthrough piece was the MVA-winning video Open Eye Signal for Mercury Prize nominee Jon Hopkins, which she followed with an ambitious trilogy for the artist James Vincent McMorrow as well as work for Bryan Ferry.
It was her powerful short film for U2’s Every Breaking Wave that turned her eye back to Ireland, and prompted her to write her debut feature Kissing Candice, which premiered at the Toronto International Film Festival this year in their Discovery programme. As Vice magazine said in their coverage of Kissing Candice: “Nobody does young and reckless better than Aoife McArdle.”
Aoife’s commercial reel is no less riveting, most recently her work for Audi and Absolut voiced their dedication to gender equality and LGBT rights respectively. With memorable spots for Under Armour, Honda and Samsung she has carved out a position as a skilled and stylised director in the industry. Aoife was the only female director with a spot in the coveted Super Bowl ad break in 2017, and she has won at leading industry awards shows including Cannes Lions, The British Arrows and D&AD.