the Craft
Q&As and behind-the-scenes info on the latest and greatest
commercials, shorts and music videos.
DoyouBeelieveinmagic?
From Passion Pictures, directors Kyra and Constantin share how they balanced heartfelt character design and digital execution in their newest, fluffiest film.
HowUncommonandBiscuitgaveusaChillyChristmas
We speak to the brand, agency and production company about how to launch your first TV work in the festive market.
How to squeeze tension from a single shot
Lance Edmands talks us through his intriguing and atmospheric short.
How BETC and Peugeot turned noise into power
As part of our Tech Focus, we speak to Peugeot's Thierry Lonziano, BETC's Rémi Babinet and makemepulse' Antoine Ughetto about their innovative billboard that turns city noise into useable energy.
How to make water flow against gravity
Directors Reuben and Jamie create a mythic world for Kurakura, explaining the software, cutting-room process, and how they captured a rising drop of water.
How to make some bootiful Bootiques
We chat to Ogilvy UK ECD Sam Cartmell, creative consultant Dan Fisher and directors Si&Ad about Boots' bold new campaign this Christmas.
CP+B London use practical effects to keep up with the times
How did Dave Day, ECD, and Marcus Eley, Head of Production, use folding roofs, dummy butlers, and exploding windows to illustrate a century of craft whiskey?
How BBH delivered Christmas for Tesco
Last week Tesco released their BBH-created Christmas campaign featuring a time-travelling delivery van. Here, creative team Callum Prior and Marc Rayson and Creative Director Tom Drew reveal how they brought the spot to life.
Take a look behind the scenes of our hilarious shots Awards commercial
How to craft a Santa Claus origin story
We chat to Ninian Doff and Leo King, director and editor of Sainsbury's christmas offering, about how they injected some anarchic humour into traditional Dickensian festive fare.
Thilo Gundelach knows how difficult it is to be Yourself
A young director speaks about lessons learned during his first shoot after film school and what's next for his career.
Stay up-to-date with the latest news, insight and inspiration for the global creative community.
Anna and Vaughan Arnell discuss the creation of Corky the dog
Corky is the star of this Christmas's Dogs Trust campaign. Initially created by a 12-year-old Anna Arnell - and now directed by her husband - here, the duo explain how he came to be at the centre of an important message.
How Argos drummed up interest in Christmas
We go behind the scenes on Argos's new Christmas spot and talk to the creatives about the idea, the execution and why Simple Minds was the only way to go.
Sam Walker talks TEA and the corrosive nature of Brexit
Uncommon ECD and Riff Raff director Sam Walker has released a trailer for new short, TEA, which deals with the divisions being sewn within Britain.