shots' most read articles of 2024
From personal reflections and the impact of Apple Vision Pro, to Katy Perry’s hypocritical empowerment songs and the emergence of Prompt Engineers, these are the ten articles which shots readers flocked to most often in 2024.
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10. The Way I See It: David Mitchell
Building a three-decade-long career with Tony and Jake Scott, marked by masterpieces like BMW Beat the Devil, Budweiser Lost Dog, and Nike Awake, David Mitchell launched his own creative collective, Wild Gift, in 2021. He tells shots why production is finally heading to a good place – and how punk rock remains his passion.
9. The Way I See It: Henry-Alex Rubin
From early gonzo hits like Whopper Freakout to politically charged work for Sandy Hook Promise, SMUGGLER director Henry-Alex Rubin has parlayed his documentarian’s eye into authentic spots that don’t just win gongs (Emmys, Oscar nominations and more) but seek to bring about real change. He tells Selena Schleh about why he makes ads for people who hate ads.
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8. Apple Vision Pro's new world view
Apple has entered the world of headsets with its Vision Pro, and while it’s only available in the US, its implications for advertising and entertainment is potentially game changing. Tim Cumming talks to early adopters and gives it a spin at Imagination’s London lab.
7. The real reason women use the word 'just' 100 times in every email
In 2024, when mainstream feminism seems to be focused on shiny memes and Katy Perry’s hypocritical empowerment songs, Amy Kean asks: what’s really holding us back? When women still feel the need to soften themselves, mind their language and play nice, should we be looking closer to home to fix the issues?
6. Young agency producers: hopes and dreams of the next generation
Biscuit Filmworks and Electric Theatre Collective proudly hosted their tenth annual Young Producers Dinner at East London's Bistroteque in February. shots joined in the revelry and chatted with guests to discuss their experiences of entering the industry and the potential challenges that lie ahead.
5. Why brand-funded programming is the future of TV entertainment
With traditional TV advertising in a slump, the 'normal' way for brands to interact with television audiences is changing. Claire Prince, Head of Branded Entertainment at EssenceMediacom, says this creates an opportunity for brands to both support the TV industry and redefine their relationship with broadcasters.
4. Prompt Engineers; the new wave of emerging talent
At the start of 2024 we were talking about new talent; emerging creatives and directors honing their skills in order to find a place in the industry. But what if those skills are changing? What if there's a new job role that will supersede the more traditional advertising ones? The Moon Unit investigated...
3. The best a brand can get? How Gillette's sound can reach higher notes
It's one of advertising's most recognisable sonic branding efforts but, asks Paul Reynolds, SVP, Global Creative Services at MassiveMusic, has Gillette's recent attempt to update its iconic song smoothed the brand's path to the future, or caused some unexpected irritation?
2. Does Sora mark the end for directing as we know it?
With OpenAI's text-to-video software leaving slack-jaws around the industry, The Moon Unit speculates if we're looking at a new chapter in filmmaking.
1. How Avios' new campaign glided onto screens
Uncommon London's campaign for IAG Loyalty's Avios points scheme is a beautiful, calm and tranquil film featuring a sea of e-foilers gliding across a placid body of water. Here, director Sam Walker explains that creating the film was not all plain sailing.
