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the Craft

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

How to film from four hundred feet away
1st Apr

Howtofilmfromfourhundredfeetaway

For Four Tet’s newest promo, New Land director Joanna Nordahl, collaborated with Instagram sensation, Andrés Aguilera Morillas, in order to get drone footage that flies through buildings and over waterfalls and mountains.

How Direct Line created its heroic new campaign
20th Mar

HowDirectLinecreateditsheroicnewcampaign

A trio of new spots for Direct Line, starring pop culture icons RoboCop, Bumblebee and Donatello, aired recently. We speak to three key members of the team that brought these heroes to life for this high-concept campaign.

3rd Mar NEW TALENT FOCUS
Jess Kohl: The Prettybird breakthrough capturing the fringes of society

Jess Kohl: The Prettybird breakthrough capturing the fringes of society

With her latest music video and a brand-new spot for Nike providing a hefty industry one-two punch, we speak to the filmmaker and photographer about what documenting marginalised communities has brought to her subsequent work.

18th Feb
BETC reflects on its new Sephora campaign

BETC reflects on its new Sephora campaign

We talk to Florence Bellisson, Creative Director at BETC Etoile Rouge about how Sephora has decided to celebrate beauty with its latest campaign and new brand positioning.

11th Feb FOOD & DRINK FOCUS
How Starbucks learnt from, and was inspired by, the trans community

How Starbucks learnt from, and was inspired by, the trans community

Associate Creative Director for Iris, Eli Vasiliou, and director Nicolas Jack Davies, from Sweetshop talk about the work that went into authentically and sensitively portraying a moment of trans recognition.

5th Feb FOOD & DRINK FOCUS
How to swim up a mountain

How to swim up a mountain

In their entertaining new campaign, Coors Light introduces a chilly swimmer as he paddles his way around a snow-capped vista. We spoke to director Sam Pilling and VFX lead Ben Turner about how they powered the powder.

4th Feb SUPER BOWL
How Jim Jenkins got Bill Murray to relive Groundhog Day

How Jim Jenkins got Bill Murray to relive Groundhog Day

We speak to the O Positive director behind one of the most popular spots from this year's Super Bowl about how he brought a crew together in a week to recreate comedic magic again... and again... and again...

28th Jan SHOTS AWARDS EUROPE 2019 WINNERS
Music Video of the Year: The Chemical Brothers

Music Video of the Year: The Chemical Brothers

As we near the end of our Music Video Focus we talk to the those behind one of our two shots Awards Europe 2019 Music Videos of the Year. Below, Outsider directing duo Dom&Nic and The Mill's ECD Jonathan ‘Wes’ Westley, explain the nuts and bolts of making The Chemical Brothers' Free Yourself.

Spotlight

Some in-depth discussions of what it takes to make a killer music video.

27th Jan SHOTS AWARDS EUROPE 2019 WINNERS
Music Video of the Year: FKA twigs, Cellophane

Music Video of the Year: FKA twigs, Cellophane

Director Andrew Thomas Huang, who has collaborated with artists like Bjork, Perfume Genius, and Thom Yorke, shares some of the process and influences behind his Icarus-inspired, shots Awards Europe-winning 2019 music video, Cellophane.

27th Jan MUSIC VIDEO FOCUS
MPC at 50: Their favourite music videos

MPC at 50: Their favourite music videos

In celebration of the company's half-century, we spoke to the teams behind some of their most defining pop promo moments.

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23rd Jan
How to transform crack pipes into luxury cookware

How to transform crack pipes into luxury cookware

Elisha Smith-Leverock works at the intersection of representation, artistry, and storytelling, crafting engaging and fully-developed narratives that encapsulate difficult themes and nuanced understandings. She shares her experience working with Jon Gray's story and how she integrated philosophy and art.

13th Jan
How Volvo's Birdman took flight

How Volvo's Birdman took flight

Kicking off our Branded Content Focus, we look back at Andy Lockley, ECD at Grey London, and Pulse Films directing team D.A.R.Y.L.'s installment of the compelling Defiant Pioneers series, telling the story of a conservationist whose methods have inadvertently been prototyping a solution to climate breakdown.

13th Jan
How Joint convinced Vue to Get Lost

How Joint convinced Vue to Get Lost

We speak to Jack Brough, partner at Joint London, about how they worked with John Boyega, Ridley Scott and one of the UK's leading cinema chains to promote the big-screen experience.

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