the Craft
Q&As and behind-the-scenes info on the latest and greatest
commercials, shorts and music videos.
HowWhoGivesACrapdeforestedtheHundredAcreWood
In a beautifully-crafted campaign highlighting the impact of deforestation, the eco-friendly toilet paper brand has launched a heartbreaking, first-of-its-kind reimagining of the iconic 1926 children’s book Winnie-The-Pooh. We talk to the brand's co-founder, Danny Alexander, about the creative process, challenges, and outcomes of recreating a childhood classic.
HowAustralia’sbiggestbrandsmadedisabilityvisible
A coalition of the country’s most well-known brands have swapped out key scenes in their commercials to include people with disabilities. We talk to the creatives at Special Group to find out more about orchestrating this mammoth campaign, working with a diverse cast, and how all brands can improve the disability representation in their advertising.
How Abteen Bagheri found life in Benjamin Earl Turner's Headspace
shots speaks to Love Song's Abteen Bagheri about how his extraordinary 16mm promo for the US rapper introduced us to the music world's best animatronic buddy.
How to get banned and save the planet
When a spot exposing how Big Oil companies use influencers for greenwashing was banned on LinkedIn, the makers swiftly fashioned a smart response that was even more effective. shots spoke to the team behind the campaign – creatives Lara Baxter and Alice Goodrich– and James Turner, founder of creative collective Glimpse, about the making of Save the Planet, Unfollow a Greenwasher.
How to navigate A Longer Journey
We get under the bonnet of CrossCountry's recent campaign that took in a time-sensitive shoot, a potentially hostile crowd and a first-time actor as the agency, director and DoP take us behind the scenes of the emotive spot.
Yorkshire has packing down to a Tea
As the UK braces for the summer holidays, with Brits flocking to the beaches of mainland Europe and beyond, Yorkshire Tea reminds us - via a catchy rap number - that there's one essential all holiday-makers need to pack.
How Guy Manwaring sent The Famous Five on a Great Western Adventure
We speak with Merman director Guy Manwaring to find out more about how, in collaboration with adam&eveDDB and production company Not To Scale, he helmed the delightful fourth instalment of Great Western Railways' enchanting Enid-Blyton-inspired series.
How to maintain a winning straight 8 streak
Last year's Focus Shootout saw Iris Worldwide pick up Gold with its hilarious film, The Cost Of Living; their twelfth entry in the competition's history. We spoke to the agency's Global ECD, Grant Hunter, about how the team consistently think up new ideas for the unique format, and ask for tips for any brave companies looking to enter this year's Cannes Lions iteration.
Some recent interviews in our "How To" series.
HowHenryHobsoncraftedanOlympicdouble-decathlon
HowFactoryFifteenfilledTokyowitheastereggs
HowSwyftmadeasofaadthatisn'tasofaad
HowCraigDavidmovedthedialforKuruptFM
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How Paul Trillo’s short film found the artist within AI
The director/robot collaboration – made with Runway’s Gen-2 generative video – has resulted in a moving ‘human’ story that probes the nature of identity and memory. Here Trillo tells shots how he mined the subjective reality and genuine beauty that AI can create.
Is this the first ad generated entirely in AI?
Using GPT4, Midjourney, Runway Gen2, Eleven Labs, and SOUNDRAW, AI enthusiast PizzaLater managed to create a horrifying fake commercial for a pizza restaurant generated only from a few prompts. Surreal experiment or terrifying look at what's to come? Jamie Madge sat down with the creator to find out.
Stay up-to-date with the latest news, insight and inspiration for the global creative community.
How Uncommon took Formula E to new heights
For its third collaboration with Formula E, Uncommon London pushed the limits as well as seemingly pushing a Formula E race car out of an aeroplane. Here, we find out how, and why.
How Raman Djafari created Ashnikko's faux-claymation fantasy world
In an epic, anarchic music video for her new track, Worms, the American singer, rapper and songwriter rides a demon monster truck into battle, accompanied by a motley crew of animated beasts. shots caught up with the BLINKINK director to find out how he brought this weird and wonderful world to life.
How David Dearlove packed a punch with his prose
David Dearlove's latest short saw a couple of argumentative lads swap wallops for words in sweary scrimmage Fighting Talk. We caught up with the Blink director to find out how he landed his hit.