Matrix NI commissioned Subculture Media to produce a video series titled Future Focus, profiling 16 panel members across a range of innovation and industry sectors in Northern Ireland. The goal was to highlight each member’s unique perspective, sectoral expertise, and vision for the future.
The series explores the evolving landscape of science, technology, and innovation in Northern Ireland, and the opportunities it presents. Each short film offers a personal look at the panel members’ backgrounds, their current work, and the emerging trends they believe Northern Ireland is ready to embrace.
In addition to the individual profiles, we were also tasked with creating an overarching film that introduces Matrix as a whole. This involved intercutting interview segments from all 16 contributors to paint a broader picture of Matrix’s role in shaping future-focused strategy.
All 16 profiles and the main overview video are now live and available to view as a full playlist or as standalone pieces.
We approached the Future Focus series with a documentary-style lens, aiming to capture each panel member in a way that felt natural, personal, and visually rich. Each interview was filmed in the individual’s own environment, from labs and offices to work sites and studios, giving viewers a real sense of the work they do every day.
Alongside the interviews, we captured contextual footage of the panel members in action, doing the kind of tasks that define their roles. This helped ground their insights in the reality of their day-to-day work while also creating a stronger connection between the audience and each contributor.
The conversations themselves were informal and relaxed, encouraging honesty and openness. We wanted viewers to hear not just about the panel members' roles but also their ambitions, motivations, and what they hoped to achieve as part of Matrix NI.
We shot the series in a cinematic style using high-end cinema cameras and Sony prime lenses to give each interview a polished, professional finish. This visual approach was designed to reflect the calibre of the panel members and the forward-thinking nature of the Matrix NI initiative. We used three-point lighting setups and, where possible, included props and environmental details to elevate the look and feel, creating a documentary style that matched the depth and quality of the conversations.
“The quality of the final product was outstanding. Communication was clear throughout, and the team at SubCulture were incredibly responsive, professional, and easy to work with. They really collaborated with us every step of the way, taking on board our specific requirements and going above and beyond to deliver what we needed. It gave us real reassurance knowing SubCulture would keep everything on track and deliver to the highest standards.”
— Debra Castles, Matrix NI
The final result is a bold, future-focused series of short films that showcase the diversity, expertise, and energy of the Matrix NI panel. Each video brings out the individuality of the contributor while tying into the wider purpose of Matrix, helping to shape Northern Ireland’s strategy in science, technology, and innovation.
The overarching edit gives a compelling introduction to Matrix’s mission and impact. Together, the series offers a valuable resource that can be used to promote awareness, attract new voices, and strengthen engagement with the region’s innovation ecosystem.
