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the Craft

Q&As and behind-the-scenes info on the latest and greatest
commercials, shorts and music videos.

Telling authentic stories; the 50 families behind CALM’s The Last Photo
22nd Jul TABOO FOCUS

Tellingauthenticstories;the50familiesbehindCALM’sTheLastPhoto

Discussions around suicide are never easy which is why Amy Simmons, Integrated Producer at adam&eveDDB, had to be especially sensitive when creating their recent campaign, The Last Photo. Here, she explains how inclusivity, understanding and involvement were the cornerstones of this powerful piece of work.

Canesten undresses the truth about vaginas
21st Jul TABOO FOCUS

Canestenundressesthetruthaboutvaginas

We hear from AnalogFolk about a new campaign for Canesten which combines myth-busting with education to radically alter the way we approach vaginal health, embracing truths and destroying taboos.

21st Jul TABOO FOCUS
How to eat a human

How to eat a human

In terms of taboo, chowing down on one's own species leaves a nasty taste in the mouth. The Swedish Food Federation's mockumentary, Eat A Swede, justly deserved this year's Cannes Grand Prix win (Entertainment category) for its exploration of putting homo sapiens on the menu. Here, Adrian Botan, McCann Europe CCO and ECD/producer Markus Ahlm, reveal the ingredients behind the campaign.

14th Jul
How Joris Bacquet used AI to imagine Infinity

How Joris Bacquet used AI to imagine Infinity

With his innovative music video for Azel Phara, Bacquet manipulated the world-generating possibilities of AI to create a narrative film that is both visually spectacular and question-raising. We spoke to him about how he became one with the machines...

6th Jul TABOO FOCUS
How Anouk Jans and Togetherr burst the industry bubble

How Anouk Jans and Togetherr burst the industry bubble

As part of our Taboo Focus, we speak to the people behind the Cannes-premiered convention-questioning documentary, Kill Your Darlings, about why now was the time to challenge advertising's modus operandi.

26th Jun CANNES LIONS 2022
How Saatchi & Saatchi found the best of British with Channel 4

How Saatchi & Saatchi found the best of British with Channel 4

NCS curator, and Saatchi & Saatchi CCO, Franki Goodwin, along with CEO Chris Kay, answer some questions on how this year's celebration of emerging talent came about.

20th Jun
How BBH made the daddy of all charity films

How BBH made the daddy of all charity films

Last week Prostate Cancer UK released a new film, just ahead of Father's Day, celebrating dads. Here, we talk to BBH's Nick Gill and Victoria Keenan, and director Dan Emmerson, about how they balanced dad gags with heartfelt emotion.

5th May
How B&Q built its latest campaign

How B&Q built its latest campaign

The recent, fantastic campaign for B&Q employs a Bowie soundtrack, a huge, rotating rig that was "a feat of civil engineering", and a lot of hard work. Here, Uncommon's ECD Sam Walker, and Pulse director Oscar Hudson, take us behind the scenes of one of the year's most ambitious ads.

Spotlight

Some recent interviews in our "How To" series.

28th Apr COMEDY FOCUS
How Vedran Rupic created a holy trilogy of surreality

How Vedran Rupic created a holy trilogy of surreality

Through three distinctive music videos for Bosnian-Swedish DJ Salvatore Ganacci, director Vedran Rupic has honed an artist persona that is shocking, unique and undeniably hilarious. Here, in his own words, he describes how each film came together, and why a childhood friendship resulted in the ultimate MV muse.

21st Apr
How Röyksopp and Bacon explored some Profound Mysteries

How Röyksopp and Bacon explored some Profound Mysteries

In tandem with the launch of their new album, Röyksopp collaborated with production company Bacon to create ten unique shorts from ten different directors, each taking on a separate track. We spoke to Executive Producer for Copenhagen Mette Jermiin and Executive Producer for Oslo Magne Lyngne about how the audacious project came about.

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11th Apr
How Toyota got back on the streets

How Toyota got back on the streets

At the tail end of last year, after a pandemic-enforced abandonment of foreign shoots, Executive Creative Director & Partner at The&Partnership, Andre Moreira, headed to Spain for a Toyota Aygo job that's just been released. Here, he explains what it was like being back in the saddle, and how some things never change.

25th Mar
How a spec film became a real Wrangler ad

How a spec film became a real Wrangler ad

It is not very often that a spec spot turns into a genuine ad for a brand, but Scott Pommier’s commercial for Wrangler did exactly that. He talks to shots about his work with a tiny production team, including a football coach he found on Facebook, to turn his vision into a reality.

18th Mar
Mark Jenkin mines promo gold for Thom Yorke

Mark Jenkin mines promo gold for Thom Yorke

BAFTA-winning director Mark Jenkin has helmed a new promo for Thom Yorke-fronted band The Smile which takes the director, crew and singer down a 200 foot Cornish mine for an ethereal , black-and-white video.