When Luke Murphy was growing up in rural Kerry, his father, a chemistry lecturer and environmental scientist, had a habit of turning even the simplest questions into full-scale lessons. "Ask about water testing and you'd get a deep dive into inorganic chemistry. It was fascinating, but also totally overwhelming," Murphy recalls. "It really made me think about how hard it is for experts to communicate the value of what they do."

Waking Dreams from County Kerry

Years later, that early insight would become the foundation for Waking Dreams Media, the Dublin-based video production company Murphy founded in January 2021. What began as a solo venture during the bleakest days of Ireland's third pandemic lockdown has since evolved into a growing team. Today, Waking Dreams Media delivers strategic video communications for some of the country's most technically complex businesses.

But Murphy insists this is not a story about creative cinematography or camera gear. Instead, his team's work is about making complicated ideas easier to grasp. In particular, he's found a sweet spot in helping founders and teams who are building the kinds of products that don't yet have a ready-made market, or whose value can't be easily summed up in a single sentence.

"These aren't off-the-shelf products," Murphy explains. "They're innovations, often emerging from research, deep tech, or life sciences. The challenge is not just showing what the product does, but helping someone who's never seen anything like it before understand why it matters."

From the story of a gravestone to the story of a product

Murphy's entrepreneurial streak showed up early. While completing a degree in Film and Media at UCC, he worked freelance behind the camera to support himself. He also co-founded a startup called The Story Of, a business that used QR codes to link gravestones with short videos about a person's life. The concept gained serious traction, even attracting media attention in Australia.

But what Murphy took from that experience wasn't just media momentum. It was clarity about what he actually enjoyed. "I realised I was less interested in being the founder of a tech company than I was in helping tech companies communicate what they do," he says. "I loved the storytelling side, especially when it meant getting to grips with something complex and making it accessible."

This impulse shaped the vision for Waking Dreams Media.

Today, the company works with clients ranging from UCC Innovation and Blockchain Ireland to SMEs building smart RFID tools or pharmaceutical spinouts. Several of the startups they've supported have gone on to raise high six-figure funding rounds and land enterprise contracts. And they've often usd the videos in pitch decks and investor meetings. In one instance, a multinational client saw over 100,000 organic impressions from a single video campaign.

"We start with messaging, not cameras"

According to Murphy, the biggest misconception about video production is that it's simply about visuals. "People often assume video means showing up with a camera and recording whatever's there. But that's not how it works when you're dealing with complex B2B products. You can't explain a semiconductor startup the same way you'd shoot a wedding."

Devising a strategy is the first stage of every project Murphy takes on. Murphy's team works with clients to clarify their core messaging, and ask questions. What changes in the customer's daily life if they use this product? What makes it different from what already exists? Why should a buyer or investor trust you?

That messaging document becomes the foundation for everything else, not just the video but the website, sales deck and investor materials. It is a tool for internal alignment as much as external explanation. As Murphy puts it, "It's not about polishing a script. It's about revealing the story that already exists."

Clients say the results speak for themselves. One founder described their Waking Dreams video as "...