Tim Cumming
Contributor
The fear factor
Fear is everywhere – a driver for communications as much as of behaviour, but how brands and creatives are resorting to fear is changing. Tim Cumming spoke to industry pros about anxiety in advertising.
Food for thought
At a time of fundamental lifestyle changes and economic pressures, Tim Cumming talks to a range of brand strategists working at the front line of the food and drinks industry to find out how the communication about what's on our plates is having to change.
Expanding concepts: The flexible world of rubberband.
Stretch it any way you like, you’ll find magic percolating in the work of New York-based SMUGGLER directorial duo rubberband., AKA Jason Sondock and Simon Davis. Here they share with Tim Cumming the processes behind their cinematic storytelling on spots for Reebok, Nowness and Calvin Klein and more, and their artfully choreographed, conceptual music videos for artists including LCD Soundsystem, Goldlink and Steve Lacey.
Life and work post Covid – production and post
In the second of shots’ reflections on how the pandemic has impacted advertising, Tim Cumming talks to a range of industry figures about how Covid innovations have ushered in new ways of thinking – blurring the lines between production and post, and pushing many beyond their comfort zones, towards new creative solutions.
Life and work post Covid – agencies
In the first of two explorations of how the pandemic has affected the industry, Tim Cumming talks to agency heads and creatives about how changes wrought by Covid are re shaping and changing the way work is made and received, and how it has impacted the contract between brands, creatives and consumers.
The power of mentorships: coupling up for creativity
New talent needs to be given every opportunity to thrive and succeed and one way of ensuring that is through mentorship schemes. Tim Cumming talks to mentors and mentees about learning their craft, absorbing inspiration and unleashing their talent.
The Way I See It: Laurent Simon
Currently the CCO of VMLY&R, Laurent Simon’s track record encompasses co-creating the first major John Lewis Christmas blockbuster, The Bear & The Hare, upholding the excellence of BBC2’s idents while helming the ship for BBC Creative, and bagging the Cannes Lion Effectiveness Grand Prix for Adam & Eve. He tells Tim Cumming about military strategies, the 'happiness hit' that awards bring and the value of diversity.
Advertising’s got talent
Tim Cumming talks to a range of producers and curators about the new routes that up-and-coming directorial talent are now taking into the industry.
The Unmentionables
Taboos can be the source of stories, and the reason why they can’t be told. Tim Cumming talks to a range of creatives about the power and pitfalls of taboos, and how to crack them.
The Young Arrows: their aim is true
Launching this year, The Young Arrows puts the focus on the up-and-coming talent who are sure to change advertising in ways we haven’t even imagined. The Arrows' Co-Chairwomen, Clare Donald and Jani Guest, tell Tim Cumming about what we can expect.
Ruganzu ‘Riggs' Howard: On the comedy frontline
Ruganzu ‘Rigg’s Howard is busy honing his comedy chops after teaming up with Epoch Films and fellow director Matthew Swanson, both of whom talk to Tim Cumming about the practice and politics of comedy.
The wings of a Dove; how a brand tackled toxic beauty
In a time when authenticity is more important than ever, Tim Cumming talks to the guiding lights behind Dove, the 'actionist' beauty brand whose Campaign for Real Beauty and Self Esteem programme has tackled the more toxic tactics of beauty advertising, reaching millions of women and girls along the way.