Leap of faith 

Brendan Canty - Feel Good Lost

I’m sitting on a plane heading to the UK with Brendan my son for a huge Liverpool FC match versus Borussia Dortmund. How he managed to get tickets for such a match I have no idea but then again he has always managed to do things like this with his interesting network of friends and connections.

He is absolutely buzzing as he has just won another role directing a major advert for a huge international brand. After the Budweiser, Conor McGregor “Dream Big” advert this kind of work was going to come.

His enthusiasm is infectious and I listen to his plans, how he wants to shoot the advert, who he wants to cast in it and I watch him as he quickly and seamlessly sketches out the storyboard for the advert on his notebook.

He was chatting to me about the costume girl for the advert and he has opted for Sarah who was the costume girl in one of his fantastic music videos. The problem with Sarah is that she hasn’t done commercial work before but the great thing about Sarah is that she is raw, beautiful, authentic, pure and a gorgeous fresh face that Brendan knows will deliver something very special.

Adverts are big business and the process is expensive so you need people who know what they are doing so using an unknown, unproven person is a risk so the safe thing to do is to hire someone who has done it before.

He has told me she is already proving to be a star as she has gone away and researched the role so she can immerse herself in it and she has even unearthed material that will help the overall project.

Sometimes being safe is risky and if you want something special, something that will make a real difference then take a leap of faith and go with that unproven star who could just bring you some magic.

Go on, take a leap of faith..

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork

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