From the people putting vehicular stories on the screen to the tech that's changing how we engage with them, this month's in-depth Focus puts automotive in the driving seat.
From sending three second hand Jaguars 'skiing' down a mountain to helping to launch the new Bentley Continental, automotive director Kit Lynch-Robinson isn’t afraid of navigating the industry at breakneck speed. Natalie Mortimer speaks to him about his career, creativity and the future of car ads.
One of the greatest heroes of the automotive industry was a women - a fact that few people outside of the historically male-dominated sector knew about until Mercedes-Benz launched its film about Bertha Benz this year. Through this campaign and more, Alice Bottaro, Creative Director at antoni, Berlin, is helping Mercedes-Benz connect with a female audience in a job that she considers to be the best in the world.
Spindle's Aldona Kwiatkowski has fused automotive commercials with a fashionable flare, notably with her work for Mercedes. David Knight talks to the Polish-born director about her 'melancholic mindset' and the necessity of the female gaze.
Mark Lindley, ECD at Spark44 Birmingham, has been involved in every Land Rover and Range Rover model launch for the last 15 years. He tells us how to get through shooting in some of the most inhospitable locations on earth, and how he survived falling through the ice!
Big Buoy MD, Colin Sumsion, discusses why good VFX should go mostly unseen when it comes to viral car ads.
Nearly 20 years ago a car campaign changed the playing field not just for the automotive sector but for advertising as a whole. Joel Meadows revisits BMW's The Hire to examine the tread marks it has left on the industry.
Pink it, shrink it, or ignore them all together; it's 2019 but car marque’s still treat women as if they are a niche audience. Nicky Kemp, Managing Editor at BITE, asks why motoring is too often seen as a man's game.
We speak to a few of tomorrow's bright new directorial stars, chat to the established about their big breaks, and get to grips with how the industry is finding and nurturing fledgling creators.
In honour of this year's International Women's Day, we look back at some interviews, profiles and opinions from the industy's top female talent
From boozy branding to the power of meat-free messaging, this month's focus takes a look at, and speaks to the people behind, the consumable sector's biggest players
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