Daily Madness – We are a 2D animation studio based here in Dublin, specialising in created animated television shows for global broadcasters and streaming services. We are actively involved in service work, co-production and in developing our own IP and we produce everything from script to screen. We consider ourselves to be pipeline specialists, with a particular focus on taking existing budgets and schedules and designing the production process in a way to maximise creativity Our goal as a company is to tell stories that matter, whilst promoting female characters onscreen and providing opportunities for women behind the scenes.
Where did the idea for your business come from?
I fell in love with animation at a very young age, and it was always my dream to be able to tell stories and create worlds using animation as an adult. Starting Daily Madness was always on the cards for me, and it was just about finding the right time to launch the studio/
Have you always wanted to run your own business?
What planning did you do before you started up?
I had been working in the animation industry for a good decade or so when I started the company. I had the opportunity to shadow a number of different studio owners closely during this time, and also really focus on building a specific network of people who are brilliant and with the skillset to contribute to the company in a variety of different areas.
Which entrepreneurs do you admire?
Chupi Sweetman (Chupi), Joanne Kelly (Think Contemporary), Gillian Henderson (Jill and Gill), Beth-Ann Smith (Lismore), Ruth Garahy (Acled), Kate O’Dowd (Love and Gatherings), Sylvia Abraham (Bella Botanica) and many more!!
What challenges have you faced and how have you overcome them?
The animation industry is competitive at the best of time, and being a newcomer can be very challenging… especially here in Ireland where we are surrounded by established studios all competing for those same limited broadcast slots and budgets. Daily Madness has definitely started to make waves in our little corner of the industry because we have really defined who we are and how we can add a new and exciting voice to this competitive market. It’s made all the difference in the world simply being ourselves and doing things in our own unique way.
How have you promoted your business?
When I started the business, I relied very much on in person events for meeting people and getting the Daily Madness name out there, which was great… until COVID. Since March 2020 I have shifted my focus to online communications – building an audience on Instragram and Linkedin, starting a quarterly mailer to the people who would usually attend those industry events, and ensuring regular zoom meetings with new and existing clients throughout the year.
Where do you see the business in 3 years’ time?
I see the business expanding quite significantly over the next 3 years, and with more of our own in house developed IP moving into broadcast. We expect to be triple the size by the end of 2023 which is a very exciting target for us all!
What advice would you give to budding entrepreneurs?
Do what you love, and keep that thing you love at the forefront of all those business plans.
92 George’s Street Lower, Dún Laoghaire, Co. Dublin A96VR66