MyMilkman.ie / Morning Rounds
THE BRIEF
Zoo and MyMilkman.ie needed a repeatable content format that made a delivery service feel human.
Round 1 proved the concept.
Round 2 scaled it without adding bloat.
The real challenge was consistency. Same tone, same pace, same quality, across different people, routes, and years.
HOW WE SHOT IT
This case study combines two productions.
Round 1 built the template.
Round 2 tightened the system and ran it again with the same senior led approach.
Early starts, real rounds, minimal footprint.
We kept crew lean and decisions senior so the work stayed natural and the edit stayed fast.
SCOPE
We scoped this as a series you can repeat, not a once off campaign.
• Designed one format that could survive two separate productions without a reset.
• Scheduled around reality: dawn routes, tight windows, two agents per day where possible.
• Protected the budget by keeping the crew senior and small, then letting the format do the heavy lifting.
SHOOT
We kept it documentary in feel and disciplined in execution.
• Senior led road crew (Producer, DP, Sound) to move quickly and still capture clean dialogue.
• Real locations only: vans, depots, doorsteps, and the routes in between.
• Round 2 built on Round 1 learnings with tighter coverage and cleaner handover into post.
SUPPORT
We treated post like an ongoing service, not a finish line.
• Edit decisions optimised for short attention spans and repeat viewing, not long explanations.
• Deliveries built for rollout: clear versioning, consistent end frames, and platform ready exports.
• Support stayed live between rounds, so Round 2 did not require painful re onboarding.
Producer: Gavin Thornberry
DP: Callum Murphy
Sound: Colin McKenna
Producer: Gavin Thornberry DP: Callum Murphy Sound: Colin McKenna
“Bad Coyote got us there. Meticulous pre-production, a focused shoot day, multiple scenes, stills, and an asset bank built to feed the algorithms and keep the brand front of mind.”
THE WORK
Round 1 delivered:
1 x 60s hero (combining 4 milkmen)
12 x social first content cutdowns (6-15secs)
Round 2 delivered the same set again.
“Round 2?”
LONG AFTER WRAP
This project did not end at Round 1. It came back for Round 2 because the format held up and the files stayed organised.