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the Craft

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

How Marmite took control of your mind
9th Oct

HowMarmitetookcontrolofyourmind

The most recent Marmite campaign aims to brainwash haters of the yeasty extract into becoming fully-fledged lovers of the divisive brand. The director and one of the creatives behind the project explain how...

How to... survive a car shoot in extreme conditions
9th Oct

Howto...surviveacarshootinextremeconditions

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!

17th Sep
How BETC and Traktor rebuilt LEGO's world

How BETC and Traktor rebuilt LEGO's world

We speak to the creative minds behind LEGO's first global brand campaign for 30 years - BETC founder Remi Babinet, LEGO in-house agency Senior VP Remi Marcelli and directing team Traktor.

10th Sep
How Barnardo’s made their cackle of hyenas

How Barnardo’s made their cackle of hyenas

We caught up with FCB creatives Jayshree Viswanathan and Chelsey Redshaw, The Mill’s ECD Jonathan ‘Wes’ Westley and director Sam Brown to find out how the harrowing bullies were created.

6th Sep
Landscape is so last year in the vertical world

Landscape is so last year in the vertical world

The official opening of Samsung KX, the tech giant’s new ‘digital playground’ in London’s Kings Cross, took place this Tuesday with ‘the world’s first vertical gig’ as its centrepiece. Henry Scotland, CD at Iris, the agency behind the event, explains the process of going portrait.

27th Aug
Reluctant superheroes take flight in new album artwork

Reluctant superheroes take flight in new album artwork

Artist JAKe Detonator's collaboration with Chali 2na and Krafty Kuts for their new album has brought forth a superhero for a new musical age. Tim Cummins listens in as JAKe explains the concept and how a misheard lyric kicked it all off.

23rd Aug
Robin Hays wants us to Post No Bills

Robin Hays wants us to Post No Bills

Making its online debut on shots, Hays' adorable short tells the endearing love story of Noodle Boy and Miss Fortune. We chat to the director about how a wall of posters became her working canvas.

22nd Aug
Digitally dancing with a Cashmere Cat

Digitally dancing with a Cashmere Cat

We speak to The Mill about the groundbreaking, real-time performance capture technology that allowed Jake Schreier to circle a lonely, choreographed kitty-cat.

Spotlight

Take a look behind the scenes of our hilarious shots Awards commercial

21st Aug
Finding Perpetual Motion in Mexico City

Finding Perpetual Motion in Mexico City

Created for the Yearning for the Infinite show at the Barbican, Max Cooper and Nick Cobby's collaborative video is a mesmerising montage of continuous movement. We chatted to the pair about its conception and realisation.

21st Aug
How to... shoot in zero gravity

How to... shoot in zero gravity

Director Corydon Wagner recently filmed a spec spot for Virgin Galactic that needed him to replicate being in space. Here, he reveals the tricks he employed to make us believe the production took one giant leap.

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1st Aug
How Tony Hawk helped create the sound of skateboarding

How Tony Hawk helped create the sound of skateboarding

To kick off this month's Music & Sound special, we talk to directing duo Bonamaze who recently created a film sampling skateboard sounds.

31st Jul
Blok pull no punches in shooting No Weapons

Blok pull no punches in shooting No Weapons

We speak to the directing duo about helming a hard-hitting music video/short for grime artist Novelist.

25th Jul
Talkin' about My Generation, with Ludovic Houplain

Talkin' about My Generation, with Ludovic Houplain

The animated epic is a collaboration with French musician Mirwaïs, with whom Houplain has worked before, and is a social and political road movie that comments on the world in which we currently live.

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