Irish Blood

Irish Blood is a comedy-drama mystery television series produced by Deadpan Pictures, with Shaftesbury as co-producers, and filmed primarily in Ireland. Filming involved a large, multi-departmental crew working across a range of locations in both urban and rural settings across County Cork and Dublin, creating logistical challenges typical of location-based television drama. The production required coordination across numerous departments including camera, art, costume, lighting, catering, locations, transport and production management, while also managing travel between filming locations and maintaining sustainable production practices throughout the shoot.

From the outset, the Producers of Irish Blood committed to embedding sustainability into the production through Screen Ireland, with a strong focus on circular material use, waste reduction, and crew engagement.

A structured Sustainability Plan was developed during pre-production by Ecoscope, embedding sustainability into the production from the outset. Rowena Kelly, the Sustainability Coordinator, ensured departments were supported with implementing sustainability initiatives on the ground during the shooting period and fostered positive engagement with sustainability.

The production’s Sustainability Strategy was structured around five core pillars:

1. Communication & Engagement: embedding sustainability through newsletters, crew briefings and Green Champion recognition.
2. Waste Management: implementing a three-bin system with recycling, composting and landfill separation while diverting food waste to local farms for animal feed.
3. Sustainable Catering: prioritising plant-based food options and compostable catering materials while reducing food waste.
4. Travel & Energy: promoting efficient lighting use, rechargeable battery systems and responsible fuel use across departments.
5. Materials: prioritising second-hand sourcing of props and costumes, with approximately 80% of props and set dressing sourced from charity shops or reuse channels, and 50–60% of costumes sourced through charity shops.

These targeted measures, supported through Screen Ireland, formed a central part of Irish Blood’s sustainability strategy. The production prioritised circular material use and waste reduction across departments, with a strong emphasis on reuse, local sourcing and responsible disposal. Sustainability was embedded from prep through to wrap, supported by regular crew engagement initiatives and departmental collaboration. Circularity was strengthened through extensive sourcing of second-hand props and costumes, with approximately 80% of props and set dressing sourced from charity shops, Facebook Marketplace or existing prop stores, while 50–60% of costumes were sourced from charity shops or previous productions, with remaining items directed to Circular Costume Ireland after wrap. Waste diversion was supported through structured segregation and redistribution initiatives, including the diversion of organic catering waste to local farms in Wicklow. In addition, partnerships such as Props 360 ensured that props and set dressing not retained for potential future use could be catalogued and reused by other productions, helping to reduce landfill waste and extend the lifecycle of production materials. Sustainability initiatives were reinforced through regular Green Newsletters, crew engagement campaigns and recognition of “Green Champions”, ensuring environmental responsibility was embedded across prep, shoot and wrap.

In addition, the production applied sustainability practices across departments by:

• Sourcing approximately 80% of props and set dressing from second-hand sources, including charity shops, Facebook Marketplace and existing prop stores.
• Cataloguing, photographing and storing wrapped sets and props for potential reuse in a future season, with remaining items made available to Props 360 for reuse by other productions.
• Sourcing 30% of costume budget from charity shops and an additional 20–30% from existing costume stock from previous productions, significantly reducing new garment purchases.
• Partnering with Circular Costume Ireland to redistribute costumes after wrap so they could be reused on future productions.
• Implementing a three-bin waste system (recycling, compost and landfill) across set and unit bases to improve waste segregation and increase recycling rates.
• Diverting organic food waste from catering to a local farm in Laragh, Wicklow, where vegetable waste was used as animal feed.
• Using compostable catering utensils and food containers to reduce single-use plastic waste.

• Establishing WEEE recycling collection points to allow crew to responsibly dispose of electronic waste such as phones, batteries and small appliances.
• Encouraging crew engagement through weekly Green Newsletters, sustainability briefings and a “Green Champion” initiative recognising environmentally responsible actions on set.
• Running a crew clothing donation drive in partnership with the Bray-based charity Five Loaves, supporting community reuse while reducing textile waste.
• Reusing plants, props and set dressing across multiple sets to minimise new purchases and reduce material waste.

The Sustainability Advisor prepared a structured pre-production engagement plan including:

• Sustainability planning embedded from prep to ensure environmental considerations were integrated   into departmental workflows rather than addressed retrospectively
• Early engagement with key departments including Art, Costume, Catering, Locations and Production to introduce sustainability objectives and operational expectations
• Distribution of Green Newsletters to cast and crew highlighting sustainability initiatives and encouraging participation across departments
• On-set briefings and reminders reinforcing correct waste segregation, sustainable procurement and responsible energy use
• Introduction of a Green Champion initiative recognising crew members demonstrating leadership in sustainable practices
• Organisation of engagement initiatives including clothing donation drives and electronic waste recycling campaigns
• Ongoing collaboration with Heads of Department during prep, shoot and wrap to monitor sustainability practices and support environmentally responsible decision-making

The production positioned sustainability as a shared operational responsibility across departments. Through regular communication, engagement campaigns and on-set reinforcement, sustainability principles were embedded into everyday production practice. Departments were encouraged to prioritise reuse, second-hand sourcing and responsible waste management, while crew participation initiatives helped build a culture of environmental awareness throughout the production lifecycle.

1. Waste Management & Circular Economy

The production implemented a waste management and circular economy strategy designed to reduce landfill waste, improve waste segregation and support the reuse of materials wherever possible. Key initiatives included:

•  Implementation of a three-bin waste system (recycling, compost and general waste) across set and unit bases, supported by clear signage and on-set reinforcement to improve correct waste disposal.
• Electronic waste recycling initiatives, including WEEE collection points allowing crew to responsibly dispose of items such as batteries, phones, small electronics and lighting equipment.
• Community and industry reuse initiatives, including clothing donation drives for the Bray-based charity Five Loaves and redistribution of materials through reuse networks rather than disposal.

Objectives

• Increase waste diversion from landfill through improved segregation and recycling practices
• Encourage responsible disposal of electronic waste and reduce contamination in waste streams
• Support circular reuse and community redistribution of materials generated during production

Outcomes

• Improved recycling and composting compliance through consistent use of the three-bin waste system
• Electronic waste diverted from landfill through WEEE recycling collection points
• Clothing donations and reusable materials redistributed to community organisations and reuse networks, extending the lifecycle of production-related materials

2. Sustainable Catering

The production implemented a sustainable catering approach designed to minimise food waste, reduce single-use materials and encourage lower-impact food practices on set. Key initiatives included:

•  Food waste diversion, with organic catering waste separated and redistributed to a local farm in Laragh, County Wicklow, where vegetable waste was used as animal feed rather than sent to landfill.
• Compostable catering materials, including cups, plates, cutlery and food containers that could be disposed of through the compost waste stream.
•  Improved waste segregation at catering points, supported by the three-bin system and clear signage to encourage correct disposal of food and compostable materials by cast and crew.

Objectives

• Reduce food waste generated through catering operations during production
• Divert organic waste from landfill through composting and local redistribution
• Reduce single-use plastic through the use of compostable catering materials

Outcomes

• Organic food waste successfully diverted from landfill through redistribution to a local far
• Compostable catering materials enabled food-related waste to enter the compost stream
• Improved waste segregation and awareness of sustainable food practices among cast and crew

3. Travel & Energy

The production implemented a travel and energy management approach designed to reduce fuel consumption, limit generator reliance and encourage more efficient movement of crew and equipment between locations. Key initiatives included:

• Use of rechargeable power solutions, including portable battery units such as Ecoflow systems, to power smaller equipment and facilities where possible and reduce reliance on generators.
• Efficient lighting and equipment practices, with departments encouraged to use energy-efficient lighting setups and minimise unnecessary power demand on set.
• Location and transport coordination, with unit bases positioned as close as possible to filming locations and crew encouraged to minimise vehicle idling and unnecessary travel between sets.

Objectives

• Reduce fuel consumption associated with generators and transport
• Lower on-set energy demand through efficient equipment and lighting practice
• Improve operational planning to minimise travel distances and vehicle use

Outcomes

•  Increased use of rechargeable battery power systems for smaller equipment and standby power needs
• Reduced generator dependency for certain operational requirements
• Improved awareness across departments of fuel efficiency and responsible travel practices during production

4. Materials & Circularity

The production implemented a materials and circular procurement strategy designed to reduce embodied carbon, prioritise reuse and ensure responsible end-of-life management of production materials. Key initiatives included:

• Second-hand sourcing for props and set dressing, with the Art Department prioritising charity shops, Facebook Marketplace and existing prop stores before purchasing new items.
• Circular costume sourcing, with wardrobe items sourced from charity shops and existing stock from previous productions, reducing the need for newly manufactured garments.
• End-of-life planning for production materials, with props catalogued and made available for reuse through Props 360, while costumes not retained for continuity were redistributed through Circular Costume Ireland.

Objectives

• Reduce embodied carbon associated with manufacturing new production materials
• Extend the lifecycle of props, costumes and set dressing through reuse and redistribution
• Prevent production materials from entering landfill through structured reuse pathways

Outcomes

• Approximately 80% of props and set dressing sourced from second-hand or reused materials
• 50–60% of costumes sourced from charity shops or previous productions, reducing new garment purchases
• Props and costumes redistributed through Props 360 and Circular Costume Ireland, supporting circular reuse within the film industry

5. Carbon Tracking

Carbon emissions on Irish Blood were tracked through structured sustainability monitoring and departmental reporting across prep, shoot and wrap phases. Key data inputs included material sourcing, waste management practices, catering operations, energy use on set and crew travel logistics, with information collected through weekly sustainability documentation and engagement with Heads of Department.

The production prioritised emissions reduction at source through circular procurement practices, including extensive second-hand sourcing of props and costumes, structured waste diversion initiatives, sustainable catering practices and improved operational planning to minimise unnecessary travel and material consumption.

What Worked Well

The following measures delivered measurable operational improvements and strengthened sustainability performance across departments:

• High circular sourcing of props and dressing, with approximately 80% sourced from charity shops, Facebook Marketplace and existing prop stock.
• Significant costume reuse, with 30% from charity shops and 20–30% from previous production stock.
• Three-bin waste system implemented across set and unit bases with clear signage and engagement.
• Catering waste diverted to a local farm in Laragh for animal feed.
• Compostable catering serviceware used to support food waste diversion.
• WEEE recycling points introduced for batteries, phones and small electronics.
• Crew engagement supported through Green Newsletters and Green Champion initiatives.
• Clothing donation drives organised with Five Loaves charity in Bray.
• Wrap planning ensured props and costumes were catalogued and reused via Props 360 and Circular Costume Ireland.

Challenges Encountered

The production also faced operational and behavioural challenges that required adaptive management during the shoot:

•  Inconsistent waste infrastructure at some locations, with insufficient recycling and compost bins.
• Waste systems did not always move with the unit, causing gaps in segregation.
• Waste segregation behaviour required continuous reinforcement across the crew.
• Food waste sorting needed correction during early shoot weeks.
• Multi-location filming increased logistical complexity for transport and waste systems.
• Wrap-stage planning required extra coordination for reuse of props and costumes.

Recommendations for Future Productions

Based on the experience of Irish Blood, the following actions are recommended to strengthen sustainability performance on future productions:

• Plan waste infrastructure during recce to ensure recycling and compost systems are in place.
• Ensure bin systems move with the unit to maintain consistent waste segregation.
• Embed circular procurement early to support second-hand sourcing across departments.
• Plan reuse pathways in advance to enable efficient wrap and redistribution.
• Maintain regular sustainability communication with crew throughout production.
• Strengthen partnerships with reuse organisations such as Props 360 and Circular Costume Ireland.
• Integrate sustainability tracking into departmental workflows across the production lifecycle.

The production of Irish Blood demonstrates that sustainability can be effectively integrated into television production at this scale when planned from the outset. By embedding sustainability during prep and engaging departments early, the production implemented practical measures such as circular sourcing of props and costumes, structured waste segregation, sustainable catering practices and reuse pathways for materials. The experience highlights how early planning, circular procurement and crew engagement can deliver meaningful environmental improvements while maintaining efficient production operations.

As Sustainability Advisor, I would like to acknowledge the collaboration and engagement from the Irish Blood production team and Heads of Department, whose openness and participation enabled sustainability measures to be integrated across prep, shoot and wrap.

Special thanks to Deadpan Pictures, the producers, and the production crew for supporting the implementation of sustainability practices, and to departments including Art, Costume, Catering, Locations and Production for actively participating in circular sourcing, waste segregation and crew engagement initiatives.

Acknowledgement is also extended to Screen Ireland for supporting the project, and to partners and suppliers including Props 360, Circular Costume Ireland, WEEE Ireland and W.H. Five Loaves (Bray), among others, whose collaboration supported reuse initiatives, responsible waste management and community engagement.

• Sustainability Advisor: Alexandra de Valera – Ecoscope Ltd.
• Sustainability Coordinator: Rowena Kelly
• Production Company: Deadpan Pictures
• Producer: Paul Donovan, Ailish McElmeel, Catherine Magee
• Line Producer: Lorraine Hewson
• Additional Partners & Suppliers: Props 360, Circular Costume Ireland, Glon, Allgen, CineElectric, Instagrid, Ecoflow, WEEE Ireland, W.H. Five Loaves, Vision Ireland