the Craft
Q&As and behind-the-scenes info on the latest and greatest
commercials, shorts and music videos.
HowMarmitetookcontrolofyourmind
The most recent Marmite campaign aims to brainwash haters of the yeasty extract into becoming fully-fledged lovers of the divisive brand. The director and one of the creatives behind the project explain how...
Howto...surviveacarshootinextremeconditions
Mark Lindley, ECD at Spark44 Birmingham, has been involved in every Land Rover and Range Rover model launch for the last 15 years. He tells us how to get through shooting in some of the most inhospitable locations on earth, and how he survived falling through the ice!
How BETC and Traktor rebuilt LEGO's world
We speak to the creative minds behind LEGO's first global brand campaign for 30 years - BETC founder Remi Babinet, LEGO in-house agency Senior VP Remi Marcelli and directing team Traktor.
How Barnardo’s made their cackle of hyenas
We caught up with FCB creatives Jayshree Viswanathan and Chelsey Redshaw, The Mill’s ECD Jonathan ‘Wes’ Westley and director Sam Brown to find out how the harrowing bullies were created.
Landscape is so last year in the vertical world
The official opening of Samsung KX, the tech giant’s new ‘digital playground’ in London’s Kings Cross, took place this Tuesday with ‘the world’s first vertical gig’ as its centrepiece. Henry Scotland, CD at Iris, the agency behind the event, explains the process of going portrait.
Reluctant superheroes take flight in new album artwork
Artist JAKe Detonator's collaboration with Chali 2na and Krafty Kuts for their new album has brought forth a superhero for a new musical age. Tim Cummins listens in as JAKe explains the concept and how a misheard lyric kicked it all off.
Robin Hays wants us to Post No Bills
Making its online debut on shots, Hays' adorable short tells the endearing love story of Noodle Boy and Miss Fortune. We chat to the director about how a wall of posters became her working canvas.
Digitally dancing with a Cashmere Cat
We speak to The Mill about the groundbreaking, real-time performance capture technology that allowed Jake Schreier to circle a lonely, choreographed kitty-cat.
Take a look behind the scenes of our hilarious shots Awards commercial
Finding Perpetual Motion in Mexico City
Created for the Yearning for the Infinite show at the Barbican, Max Cooper and Nick Cobby's collaborative video is a mesmerising montage of continuous movement. We chatted to the pair about its conception and realisation.
How to... shoot in zero gravity
Director Corydon Wagner recently filmed a spec spot for Virgin Galactic that needed him to replicate being in space. Here, he reveals the tricks he employed to make us believe the production took one giant leap.
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How Tony Hawk helped create the sound of skateboarding
To kick off this month's Music & Sound special, we talk to directing duo Bonamaze who recently created a film sampling skateboard sounds.
Blok pull no punches in shooting No Weapons
We speak to the directing duo about helming a hard-hitting music video/short for grime artist Novelist.
Talkin' about My Generation, with Ludovic Houplain
The animated epic is a collaboration with French musician Mirwaïs, with whom Houplain has worked before, and is a social and political road movie that comments on the world in which we currently live.