Tim Cumming
Contributor
Kate McMullen: Breaking down walls
Having started out agency side before becoming a director, Kate McMullen, a winner at this year's Young Director Award, reveals to Tim Cumming how her award-winning short film work informs her branded stories, and how, as an advertiser, her goal is to capture an audience.
The Way I See It: Jonathan Kneebone
The Glue Society co-founder, who is repped by Biscuit and Revolver, shares with Tim Cumming his reflections on more than 25 years of cutting-edge creativity and communications. From the pioneering interactive campaigns of the 1990s – long before we ever thought of connecting the words ‘social’ and ‘media’ – through to the impact of experiential work; art installations; crazy ideas and the secret behind how to create a bona fide Fountain of Youth.
Meeks & Frost: Brothers in arms
Directorial duo Meeks & Frost bring a dual perspective to their work, and have the breadth of vision to take it into unexplored areas. Here they talk to Tim Cumming about their diverse perspectives, their achievements to date, and their ambitions to come.
Brendan Gibbons' comedy casting masterclass
Making a comedic commercial can live or die by the casting choices you make. Station Film director Brendan Gibbons is no stranger to finding the funny in people and, here, reveals his thoughts on the casting process, why working with celebrities and sports stars needs a different approach, and the importance of a casting director.
Laughing matters
Back in 2019, shots looked for the lols surrounding the issue of women in comedy advertising and was left unamused. Here, Tim Cumming chats to a range of women directors and producers to find out what’s changed, and what still needs to change.
Ad Infinitum: will machine learning change the industry forever?
As AI and its capabilities drive everyone to distraction, Tim Cumming stamps on his shattered ChatbotGPT plugin to talk to studio heads across the creative spectrum to discover how and where it is already being used, and what could be in store.
Carl Erik Rinsch: finding the new tools of the trade
Since the turn of the century, Carl Erik Rinsch has worked at the pioneering edge of tech and creativity. Now the era of AI is upon us, he talks to Tim Cumming about technology, creativity, evolution and why nothing will be quite the same again.
Burberry and beyond: the evolution of fashion films
There’s a new spirit of story, celebration, experimentation and out-and-out wonder embedded in a new generation of high-end fashion films. Tim Cumming grabs his gladrags and investigates.
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.