Behind the Scenes of Visit Wales' 2016 TV Advert

Our new TV ad features a host of Welsh talent. Find out more about the creative people who worked behind the scenes.

Marc Evans - Film Director

Marc Evans

Marc Evans

Marc is Wales' foremost and most prolific film director. To date he has eight cinema features to his name, all of which have been distributed internationally and shown at film festivals world-wide including Berlin, Venice, Sundance, Toronto, South By Southwest, Tribeca, Edinburgh and London.

Born in 1959, Marc comes from Cardiff. A Welsh speaker he was educated at Ysgol Gyfun Rhydfelen then at Cambridge and Bristol Universities, making his first short film, Johnny Be Good in 1984.

Marc directed his first feature film House Of America in 1996, which premiered at The Sundance Film Festival.  Other critically acclaimed features followed that saw him work with the likes of Colin Firth, Alan Rickman, Sigourney Weaver, Minnie Driver, Rhys Ifans and Matthew Rhys. His work often brings him back to Wales for documentaries, feature films, dramas and, most recently, commercials.

He is currently working on Safe House 2 for ITV and he’s just completed the 2016 Year of Adventure commercial for Visit Wales, a client that he’s engaged with over a number of campaigns.


Luke Jacobs - Cinematographer

Luke Jacobs
Luke Jacobs

Born in Pembrokeshire but based in London Luke Jacobs is an award-winning cinematographer, whose work spans music videos, commercials and feature films.  Recent projects includes Rudimental's smash hit music video Not Giving In which won two awards at Cannes and a UK Music Video Award. Luke’s work has also won a Q award (Best Video - Manic Street Preachers Show Me The Wonder) as well as a Creative Review Award for J. Majik & Wickaman’s In Pieces. Other recent projects include those for Coca Cola, Starbucks, Nike, Puma and The Royal Navy.

Luke notes about filming Visit Wales’ Year of Adventure campaign:
“When the Visit Wales job came up, I got more excited than I do about shooting abroad. Mainly because it was a chance to go back to my roots. I rarely shoot in Wales or even the UK much, as lot of my work tends to be in some far flung country. The idea that (rather than making something beautiful to help a brand like Starbucks or Nike) I could help create something that captures the beauty of my own country, and encourage tourism there, was something I felt very passionate about, particularly as part of the shoot would feature where I grew up, Solva and St Davids – a place that first drew me to nature, a place that survives on tourism. The other great thing about the project was Marc Evans! A director I’ve always admired and who helped inspire me early on, that you can be from a small town in Wales and do good! I’m forever telling people I meet how beautiful Wales is, now I can just play them the advert!”

Dylan Griffith - Creative Director

Dylan Griffith
Dylan Griffith by Myscha Oréo

The co-founder of Smörgåsbord Studio, Dylan Griffith is a Creative Director who divides his time between Cardiff and Amsterdam. Through his work at Smörgåsbord Dylan has worked with international brands such as Hyundai, Heineken, Nike, Bloomberg, Diageo and MTV. Whilst he’s offered brand consultancy roles with such large multi-nationals he equally relishes working with homegrown Welsh brands such as Melin Tregwynt, Cardiff Capital Region and the Otley Brewing Company. Prior to his decision to specialise in identity design Dylan worked as a TV and Film director for 15 years. A first language Welsh speaker bilingual design is second nature, and clear, memorable, idea-led design is always his priority. 

Robert Light - Producer

Robert Light

Robert Light

Rob is an experienced Producer and specialises in producing promos and commercials that brings a vision to life. Leading an energetic team of people Rob’s role as Head of Production is to oversee the Orchard’s creative output across the whole production process. Rob takes pride in seeing his department working to its best to create films and commercials that bring the screen alight. As well as an extensive portfolio of work for Visit Wales, he has worked with a range of clients both in and outside of Wales including, the AA, Guinness World Book of Records; SSE, Principality and Western Power Distribution.

For the #FindYourEpic campaign Rob was able to engage a passionate team of filmmakers, health and safety experts and technical crews from Orchard – including a specialised drone pilot who’s task was to capture glorious Welsh aerialscapes at the 90 degree angle: “I loved the challenge that was presented to us in this campaign – from beaches to the side of mountains – a challenge to bring the ideas of the campaign to life in a truly epic way…”

John Hardy - Music Composer

John Hardy

John Hardy

 by JohnHardyMusic

John Hardy Music (JHM) is a Cardiff based composition and production company that creates unique music for film, stage and live performance projects in collaboration with leading artists. The company has won five BAFTA Cymru awards for Best Original Soundtrack Music and has experience in over 300 productions.

For Wales' Year of Adventure campaign John and the team (Sam Barnes and Pete Smith in particular) mirrored the modular construction of the films with the audio composition – firstly composing a simple yet infectious hook that is repeated across all six films, and then imbuing each film with its own distinct personality. From meditative and dreamy for the Nant Gwynant film, unapologetically epic and heroic for Snowdonia to a powerful, expressive and contemporary piece for the sea kayaking film off Ramsey Island, which saw him collaborate with guest composer/musician 'Wevie'.

Prior to their collaboration with Smörgåsbord on the Visit Wales campaign JHM composed the music for Hinterland/Y Gwyll. The acclaimed S4C/BBC Wales crime drama inspired by the communities and landscapes of Wales, was filmed in English and Welsh versions across the coast, countryside and streets of Aberystwyth and surrounding area. All music for the series was written by John Hardy, in collaboration with Benjamin Talbott and Victoria Ashfield, two recent graduates of the Royal Welsh College of Music & Drama.

John’s wider work spans the musical range from opera, choral and orchestral pieces to site-specific theatre events and film, yet is always powerful, expressive and meaningful, described as "utterly engrossing" by the Guardian and "gripping and intensely theatrical" by Opera Now.

In 2010 John became Head of Composition at the Royal Welsh College of Music & Drama. Recent commissions included music for National Theatre Wales productions The Persians and Coriolan/us, which The Observer rated as one of the top ten theatre production of 2012.