theWork theCraft theTalent theInspiration theNews theInsight theShowcase theFocus
Log in
Logged in
Search the archives

the Craft

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

How Swyft made a sofa ad that isn't a sofa ad
14th 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 .

How Craig David moved the dial for Kurupt FM
10th 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.

25th May
How to cut a music video with a crew of 500

How to cut a music video with a crew of 500

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.

18th May
The reality behind ITV's dramatic new campaign

The reality behind ITV's dramatic new campaign

Oscar-winning director Tom Hooper and Uncommon's ECD, Sam Walker, take us behind the scenes of ITV Hub's ambitious new campaign that pits drama against reality.

30th Apr
How Uncommon electrified Formula E

How Uncommon electrified Formula E

After the release of the new campaign for Formula E, the director and ECD behind the work reveal the challenges they faced recreating six different cities in one location, and filming spooked horses and disoriented dogs in super-slow-motion.

23rd Apr
A new short film slays the myths around St George

A new short film slays the myths around St George

It's April 23rd, St George's Day, and this new short film cleverly examines the history of St George while also highlighting the importance of facts.

19th Apr
Mark Romanek suits up for H&M

Mark Romanek suits up for H&M

Director Mark Romanek is behind a new film for H&M that centres on the brand's initiative of providing free suits for job seekers.

16th Apr ANIMATION FOCUS
Andy Gent creates a hare-raising puppet

Andy Gent creates a hare-raising puppet

Professional puppet-maker Andy Gent, a longtime Wes Anderson collaborator, shares the intricate and detailed process behind creating an empathetic character that embodies hope while refusing to sugar-coat the horrific reality of lab animals.

Spotlight

Some recent interviews in our "How To" series.

15th Apr
How to make a magic hallway

How to make a magic hallway

Director Show Yanagisawa, a creative for Dentsu, Tokyo, took on the challenge of capturing magic in-camera for Pocari Sweat.

12th Apr
Shedding light on LG's showstopper

Shedding light on LG's showstopper

Sam Brown and Micky Tudor explain what went on behind the scenes of their stylish and colourful new campaign for LG Electronics.

Don’t miss new shots content – sign up to our mailing list.

Stay up-to-date with the latest news, insight and inspiration for the global creative community.

12th Apr ADVERTORIAL
The future of film is just a click away

The future of film is just a click away

Coronavirus devastated the film industry, but in the Canary Islands, a cleaner, cheaper, sharper and leaner way of shooting is about to save the day and change the film industry for good.

8th Apr
How Pantera faced up to a new challenge

How Pantera faced up to a new challenge

Directing trio Pantera take us behind the scenes of their new campaign for UNHCR, an emotionally charged film about fleeing a war-torn country before becoming an Olympic athlete, shot without ever seeing anyone's face.

4th Mar
Iggy Pop marshals the music

Iggy Pop marshals the music

In this new campaign from Marshall, rock legend and 'Godfather of Punk' Iggy Pop asks us to tune out the boring and find our own noise, and we speak to its creators to find out how they managed to achieve doing exactly that.