My Business Life: Peter Kilmartin, Spicy Dog Media

Peter Kilmartin, founder and owner of Spicy Dog Media, shares his life and business lessons.

Roscommon native Peter Kilmartin has built a thriving creative business with Spicy Dog Media.

What began with filming local council videos has evolved into producing content for global brands like Amazon and Zoom, and now includes a premium sister company, Chaser.

In this interview, Peter shares the highs and hurdles of his entrepreneurial journey, the value of quality over quick wins, and why keeping things personal in a digital world still makes all the difference.

Tell us about your background and what journey did you take to arrive at where you are?

I’m originally from Roscommon and studied Film and TV Production at the National Film School in Dún Laoghaire. I fell in love with the film and TV business and, in turn, with the commercial side of production while working for a production company in Dublin.

Eventually, I decided to go out on my own and set up Spicy Dog Media. I started it quietly in the background and then decided to go all in, fully committing to growing the business.

Why are you doing what you are doing? What need are you meeting and what’s your USP?

I feel a bit cheesy saying this, but I genuinely love what I do. Part of that love is for the filmmaking side, and part of it is for the entrepreneurial aspect. Those two passions have come together perfectly in my work. I wouldn’t rule out doing something different in years to come, but right now, I feel very lucky to be in a business I love.

From a USP perspective, we are extremely focused on creating content that works for clients. We place a huge emphasis on quality, sometimes to our detriment in terms of budget! But it’s something we take very seriously. I believe that’s why we’ve not only survived but thrived in the last few years. Clients see and appreciate the level of quality we bring to our work.

How did you fund and start the business, and what are your growth plans?

The business was totally bootstrapped. We did receive great support and advice from the Local Enterprise Office in Roscommon, which we’re very grateful for. Over the past few years, we’ve experienced rapid growth, and now we’re taking the next step by launching our sister company, Chaser. Chaser is focused on working with ad agencies and brands to produce premium, TV commercial-level video content, with award winning directors. 

What are your key skills and qualities that set you apart?

I’d say I’m a people person. I can talk to anyone. Also, we have an unwavering respect for the quality of video production. We never compromise on quality, and that’s something that sets us apart in this industry.

What or who has helped you most along the way? Who, in your opinion, has been your greatest mentor and/or inspiration?

Rob, who joined the business about 12–18 months ago, has played a massive role in our growth. Having him on board increased our capacity to take on work and made a significant impact.

On a personal level, my partner, Nicole, and my family have been incredibly supportive. Even when I was doing small projects early on, like videos for local businesses and county councils, they never questioned my choices. That kind of support has meant a lot, and now that we’re working with brands like Amazon, Zoom and Mitsubishi, it’s great to see how far we’ve come.

What’s the best piece of advice you’ve ever received?

My uncle Ciaran once told me: “Whatever you do, just keep meeting people.” That has been the best advice I’ve ever received, and I live by it.

What circumstances or qualities or events can mark the difference between success or failure in life or business?

I think success should be measured by happiness. Too often, people equate success with financial gain, but wealth doesn’t necessarily mean happiness. To me, a truly successful person is someone who is genuinely happy. Right now, I love what I do, and that makes me feel successful.

What has been the most challenging aspect of either starting or growing the business?

Cash flow has been a challenge as we’ve grown. Not a concern, but definitely a challenge.

Another major challenge is managing subcontractors. We work with a lot of subcontractors, and that involves constant coordination, ensuring they’re happy, looked after and well-paid.

People often don’t see that side of the business, but it’s a big part of what we do.

How did you navigate your business through the pandemic, and what lessons did you learn?

Shooting during the pandemic was extremely difficult. There were additional costs, protocols, and safety considerations that made production more challenging. As a producer, I was responsible for everyone on set, so ensuring safety was a big stressor.

However, the pandemic was also a turning point for our business. Before that, Spicy Dog Media wasn’t operating at the same level. The pandemic accelerated demand for video content as more businesses moved online.

We adapted by using virtual production methods, including broadcasting live camera feeds via Zoom so clients could oversee shoots remotely. That innovation helped us continue working despite restrictions.

How has digital transformation been affected in your scaling journey? Do you believe Irish firms are utilising digital technology sufficiently?

Digital transformation has been massive for us. We use AI daily, both in production and post-production. We believe in the idea that AI itself won’t take jobs, but companies that use AI effectively will have an edge.

I do think a lot of Irish businesses are behind on digital adoption. Some of my business friends haven’t even experimented with certain AI tools yet, which surprises me. There’s a huge opportunity for businesses to embrace digital tools and become more efficient.

If you were to do it all over again, what would you do differently?

Honestly, I’m very happy with where we are now. The only thing I would change is that I’d charge more from the start. In the early days, I undervalued my time and the quality of our work.

Looking back, we were underappreciated, and I should have set our prices higher from the beginning.

Who inspires you in business today?

I find Michael O’Leary very interesting and follow him closely. I also follow Gary Vaynerchuk, and Rory Sutherland, who’s a brilliant thinker in advertising.

What advice or guidance do you give new hires, and how do you nurture talent in your organisation?

We’re a small team, but our philosophy is simple: hard work will always be appreciated and rewarded.

If you want to grow with us and have a growth mindset, that will be recognised and encouraged.

What business books do you read or recommend?

I’m currently reading Ogilvy on Advertising by David Ogilvy, which is excellent. Another book I’d recommend, though not strictly a business book, is When Breath Becomes Air. It changed my perspective on life.

What technologies or tools do you use to keep on track?

We use a simple spreadsheet for project tracking, which includes live updates on current projects, day-to-day tasks and weekly goals. Personally, I use my Garmin watch for everything else.

What social media platforms do you prefer and why?

I love TikTok but had to stop using it because I was completely hooked. I also think Instagram has improved. It feels more like its old self again!

What are your thoughts on where technology is heading overall, and how will it apply to your business?

AI is a concern in video production. I think AI will be able to handle a lot of non-human elements, like product shots, but replicating live-action human storytelling is much harder. That’s why, with Chaser, we’re pushing for premium-quality production, because as quality increases, AI struggles to keep up.

If you had advice for your 21-year-old self, knowing what you know now, what would it be?

If I could go back, I would have lived abroad for a longer period of time.

Starting my own business has limited my ability to travel for extended periods, and that’s something I might look at differently.

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