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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 fly a drone through a bunch of bears
18th Oct

Howtoflyadronethroughabunchofbears

Following his incredible bowling alley-navigating drone-shot vid Right Up Our Alley, director Jay Christensen was inundated with requests to appear on his flight path. We caught up with him to find out why a house party full of teddies, for DJs Picard Brothers, was the obvious route.

How to get a lesson in DE&I from Trevor Noah
13th Oct DIVERSITY FOCUS

HowtogetalessoninDE&IfromTrevorNoah

In an intimate, revealing 20-minute conversation, The Daily Show presenter shares with Expensify his views on race, equity and inclusion. We asked Jason Bagley, ECD at agency Alto, how it all came about.

11th Oct
How to build a virtual dream team

How to build a virtual dream team

Private Island director Chris Boyle talks us through his immense shoot for EA's FIFA 2022, incorporating stars like Beckham, Zidane, and Mbappé, shoots around Europe and an easy-to-access virtual world.

23rd Sep
How DHL was granted a license to thrill

How DHL was granted a license to thrill

Director Adam Berg and 180 Amsterdam's John Messum talk cars, fireworks and the pressure to deliver as they take us behind the scenes of their recent Bond mission for DHL.

2nd Sep
How Balmain designed a new approach to branded entertainment

How Balmain designed a new approach to branded entertainment

With the release today of Balmain's newest project, a long form drama series available on All4, the rules of branded entertainment may have been re-written. We speak to the agency behind the series about the age of flexible formats, the battle for audience eyeballs and this dramatic move for the fashion house.

26th Aug
Alexander Farah's heartbreaking meeting

Alexander Farah's heartbreaking meeting

In an emotive and affecting music video for Desirée Dawson's Meet You At The Light, Farah tells the tale of a family facing loss, and the father-daughter relationship at its heart.

17th Aug
How to present the pain of The Pitch

How to present the pain of The Pitch

Director Eno Freedman Brodmann mines his production company past to create a biting satirical short that explores where ad ideas go to die...

30th Jul SPORT FOCUS
How Henry Hobson crafted an Olympic double-decathlon

How Henry Hobson crafted an Olympic double-decathlon

shots speaks to director Henry Hobson about how he managed to put the viewer into 20+ sports through dazzling first-person photography for Discovery+.

Spotlight

Some recent interviews in our "How To" series.

16th Jul
Tom Hooper and Sam Walker on raising the stakes for ITV

Tom Hooper and Sam Walker on raising the stakes for ITV

Part three of ITV Hub's Drama Vs Reality campaign is an all-action, high octane, two-and-half-minute fire fight. Uncommon's ECD Sam Walker and Oscar-winning director Tom Hooper talk us through the logistics of putting a reality TV star in a Huey and giving her an M2 .50 calibre machine gun.

8th Jul SPORT FOCUS
How Factory Fifteen filled Tokyo with easter eggs

How Factory Fifteen filled Tokyo with easter eggs

The Nexus collective, made up of Kibwe Tavares, Jonathan Gales and Paul Nichols, tell us how pre- and post-Covid planning, animation, VFX and shoots 1000 miles apart combined to create a disorientating journey through an Olympics-themed Tokyo.

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

How Swyft made a sofa ad that isn't a sofa ad

We hear from the makers of a new campaign for sofa brand Swyft that aims to defy the conventions of more traditional sofa commercials .

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

How Craig David moved the dial for Kurupt FM

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.