GUINNESS X IDA - NEVER SETTLE

To launch the world's first soft-ground rugby boot engineered for women, PowerHouse partnered with Guinness and IDA Sports on a global film that redefines strength in sport.

Helmed by an all-female creative team, director Niamh Bryson and cinematographer Kate McCullough, the award-winning cinematographer behind the critically acclaimed, Oscar-nominated film An Cailín Ciúin, departed from traditional advertising tropes. They crafted an authentic story of female resilience and joy, brought to life through a vibrant, cinematic style and a powerful bespoke poem.

Featuring elite international rugby players from across the Women's Six Nations, 'Never Settle' stands as a powerful anthem for a new generation of female athletes.