the Craft

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

21^st Dec

SurvivingSuicide:Whysoundisthebestmediumtotellthisimportantstory

Advertising creative Thomas Worthington talks about the creation of the podcast series about his journey through the mental health system.

10^th Dec

Howtorunamarathonblindandhavetheworldsee

Ogilvy Paris business partner Thibault Loué's chance encounter with a visually impaired person who couldn't find his way around the Parisian Metro led to an ambitious project, undertaken with director Cédric Dubourg, in which he set to run the Paris Marathon... blindfolded.

5^th Nov

How to crack animating with ice

NOMINT director Yannis Konstantinidis talks us through the process behind his painstaking shoot for the WWF, which saw him spend an entire year shooting frozen stop-motion.

18^th Oct

How to fly a drone through a bunch of bears

Following his incredible bowling alley-navigating drone-shot vid Right Up Our Alley, director Jay Christensen was inundated with requests to appear on his flight path. We caught up with him to find out why a house party full of teddies, for DJs Picard Brothers, was the obvious route.

13^th Oct DIVERSITY FOCUS

How to get a lesson in DE&I from Trevor Noah

In an intimate, revealing 20-minute conversation, The Daily Show presenter shares with Expensify his views on race, equity and inclusion. We asked Jason Bagley, ECD at agency Alto, how it all came about.

11^th Oct

How to build a virtual dream team

Private Island director Chris Boyle talks us through his immense shoot for EA's FIFA 2022, incorporating stars like Beckham, Zidane, and Mbappé, shoots around Europe and an easy-to-access virtual world.

23^rd Sep

How DHL was granted a license to thrill

Director Adam Berg and 180 Amsterdam's John Messum talk cars, fireworks and the pressure to deliver as they take us behind the scenes of their recent Bond mission for DHL.

2^nd Sep

How Balmain designed a new approach to branded entertainment

With the release today of Balmain's newest project, a long form drama series available on All4, the rules of branded entertainment may have been re-written. We speak to the agency behind the series about the age of flexible formats, the battle for audience eyeballs and this dramatic move for the fashion house.

Spotlight

Some recent interviews in our "How To" series.

30^th Jul SPORT FOCUS

HowHenryHobsoncraftedanOlympicdouble-decathlon

shots speaks to director Henry Hobson about how he managed to put the viewer into 20+ sports through dazzling first-person photography for Discovery+.

8^th Jul SPORT FOCUS

HowFactoryFifteenfilledTokyowitheastereggs

The Nexus collective, made up of Kibwe Tavares, Jonathan Gales and Paul Nichols, tell us how pre- and post-Covid planning, animation, VFX and shoots 1000 miles apart combined to create a disorientating journey through an Olympics-themed Tokyo.

14^th Jun

HowSwyftmadeasofaadthatisn'tasofaad

We hear from the makers of a new campaign for sofa brand Swyft that aims to defy the conventions of more traditional sofa commercials .

10^th Jun

HowCraigDavidmovedthedialforKuruptFM

Things aren't all they seem in this Ollie Wolf directed hybrid promo for Kurupt FM that mixes classic promo tropes with some behind the scenes tomfoolery.

25^th May

Howtocutamusicvideowithacrewof500

For VANS' branded promo of JPEGMAFIA's track Prone, Final Cut editor Ryan Beck had the daunting task of sculpting a 2-minute megamix from fan-shot footage.

26^th Aug

Alexander Farah's heartbreaking meeting

In an emotive and affecting music video for Desirée Dawson's Meet You At The Light, Farah tells the tale of a family facing loss, and the father-daughter relationship at its heart.

17^th Aug

How to present the pain of The Pitch

Director Eno Freedman Brodmann mines his production company past to create a biting satirical short that explores where ad ideas go to die...

30^th Jul SPORT FOCUS

How Henry Hobson crafted an Olympic double-decathlon

shots speaks to director Henry Hobson about how he managed to put the viewer into 20+ sports through dazzling first-person photography for Discovery+.

16^th Jul

Tom Hooper and Sam Walker on raising the stakes for ITV

Part three of ITV Hub's Drama Vs Reality campaign is an all-action, high octane, two-and-half-minute fire fight. Uncommon's ECD Sam Walker and Oscar-winning director Tom Hooper talk us through the logistics of putting a reality TV star in a Huey and giving her an M2 .50 calibre machine gun.

8^th Jul SPORT FOCUS