Familiar Face, Fresh Venture: Strange or Startling Films Joins Supercluster

​Supercluster Global has continued to expand its creative community with the addition of Strange or Startling Films, its newest Irish partner.

The company was founded by Margaret Levingstone, a familiar face within the Supercluster network. Mags previously worked with Motherland, the former Irish partner of Supercluster. When Motherland shifted its focus entirely to feature films and closed its commercial division, Mags launched Strange or Startling Films to continue shaping Ireland’s presence in the international production landscape.

As an already well-known and trusted collaborator, Mags has been warmly received by the Supercluster community. Her new company was accepted immediately, ensuring Ireland remains an active part of the network’s global footprint.

With Strange or Startling Films on board, Supercluster continues to grow its international reach while maintaining strong ties with long-standing creative partners. To mark the occasion, Supercluster spoke with founder Mags about her new venture and what it means to keep Ireland represented within the network.

Q> What inspired you to start Strange or Startling Films?

Margaret> I started Strange or Startling Films because I’ve always loved the magic of a good story. In commercials, every second counts, and I wanted to create a company where creativity isn’t limited by time or format. I want a place where directors can take bold, original ideas and bring them to life with precision, heart, and a sense of playfulness.

That’s what Strange or Startling is about for me: making work that stands out, connects, and stays with people long after they’ve seen it.

Q> How did you choose the name, Strange or Startling Films?

Margaret> Naming the company was, hands down, the most stressful part of setting up a business! I wanted something short and simple… which turned out to be impossible (insert smiley face). I leaned on lots of friends for ideas, and one of my friends and former colleague reminded me of an old Irish saying his mum used to use: “Anything strange or startling?”

It’s something you’d ask when catching up with someone, a kind of “What’s new?” and it instantly struck a chord with me. It ties beautifully into the idea of storytelling: every great story has something strange, startling, or somewhere in between to be told. Much like the film industry itself, every project is different, unpredictable, and surprising.

I also liked that the name suggests creativity that’s a little off-kilter, the kind of work that stands out from the norm. So, it’s not short or simple, but it feels distinctive and right for what I want the company to represent.

Q> What type of work do you see Strange or Startling Films focusing on in its early stages?

Margaret> Right now, my focus is on getting fully up and running. I’ve brought some amazing talent with me from the Motherland roster and have also welcomed new directors on board. It’s an ongoing process, one I really enjoy but I want to be selective. My goal is to build a roster of the very best talent for the Irish market, so we can keep as much work here in Ireland and continue to support the local industry, especially in these challenging times.

From my agency days, I know creatives are always looking to work with the best directors, so I want to offer exactly that - whether it’s showcasing incredible Irish talent or representing international directors that work well in Ireland.

In the short term, I’m focused on commercials and content, but I’ve got a few ideas up my sleeve for the near future. All I need now is a bit of time… and if I don’t get it, it’s probably a good sign that things are going well (fingers crossed).

Q> You’ve been part of Supercluster for some time, what made it important to continue that connection under your new company?

Margaret> When Supercluster first appeared on my radar, I was immediately interested. From day one, it’s been a fantastic experience. It’s such a privilege to have a global network of trusted partners you can reach out to for advice, collaboration, or support.

Every partner is carefully selected and voted in, so you know you’re working with some of the best in the industry, from Japan to South Africa to all across Europe. It gives me access to an incredible pool of directors, and when I need to shoot abroad, I know I’ll be looked after. We all pull together as if we’re one company, which is a really special feeling.

When I told everyone I was setting up on my own, the support I received from the Supercluster community was overwhelming. They’ve offered help, advice, and genuine encouragement and that’s meant a lot, especially when you’re taking that leap on your own.

Q> How do you see the Irish production landscape evolving right now?

Margaret> Like everywhere, the production landscape here is constantly evolving and the key is not to fight it but to adapt. There will always be a need for content; it just takes different forms now - from branded and short-form social work to content for events and digital platforms. The challenge is to keep the creativity alive as the formats shift.

We all want to make work we’re proud of, but with the growing pressures of tighter budgets and shorter timelines, creativity can be the first casualty. “AI” is the dirty word that keeps cropping up, sometimes as a threat, sometimes as an opportunity. We need to educate ourselves and really understand how it can help rather than hinder us. But that’s a conversation for another day!

Q> You already have a number of projects under your belt. What’s the next milestone you’re aiming for with Strange or Startling Films?

Margaret> I’ve been very lucky to have such a strong start, and am grateful to have the support of agencies and clients who believe in what I’m building.

For now, my goal is simple: to make bold, creative work that my directors and I can be genuinely proud of. I want Strange or Startling to be known as a company that gets the job done with heart, with care, and with a sense of humour. This is a tough industry, so if we can make the process smoother and more enjoyable for everyone involved, I’ll consider that a win.

Long term, I have a few thoughts brewing, but I’m keeping them close for now. I just want to keep exploring what excites me and what I can bring to an industry that’s in constant change.