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the Craft

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

Sam Hargrave shoots from the hip for PUBG
7th Dec

SamHargraveshootsfromthehipforPUBG

Actor, stunt co-ordinator and director of Extraction and Extraction 2, Sam Hargrave, has released a new, action-packed short film for video game franchise PUBG. Here, he talks time limitations and the importance of teamwork.

How NOMINT made smoke without fire
4th Dec

HowNOMINTmadesmokewithoutfire

In a third hard-hitting film for environmental charity WWF, NOMINT infuses stop-motion animation with smoke to highlight the imminent perils of fossil fuel consumption. shots caught up with director Yannis Konstantinidis to find out how they pulled off this latest fumy feat.

23rd Nov CHRISTMAS 2023
How BBH crafted the spirit of Christmas for Tesco

How BBH crafted the spirit of Christmas for Tesco

From carefully-considered casting to choosing costumes over CGI, Deputy ECD Felipe Serradourada Guimaraes explains how the agency, along with directing duo Alaska and post production studios Black Kite, created the supermarket's heartwarming seasonal spot.

14th Nov
How EE decided to make some noise

How EE decided to make some noise

Mobile network and internet service provider EE recently launched a campaign that took the brand in a new direction. At the heart of the launch was music, with the three launch films acting like mini-promos. Here, we get behind-the-scenes insight from the agency and brand about their approach and why they had total trust in Faithless.

10th Nov
A Death Grips promo with a twist

A Death Grips promo with a twist

A new music video from Zack Hill, founder of experimental hip-hop group Death Grips, is a dark, unconventional film for Hill's new band.

3rd Nov
How to make a recruitment ad for a prison service in crisis

How to make a recruitment ad for a prison service in crisis

In creating the recent dramatic campaign Someone Like You for HM Prison and Probation Service, Spindle director Greg Hackett had to meet the challenge of portraying both the rewards of demanding prison officer roles and an authentic depiction of life behind bars. It was a task that required plenty of research, active listening and some time inside.

2nd Nov
How Oliver Murray documented the last Beatles song

How Oliver Murray documented the last Beatles song

Using archival footage and interviews with the remaining members of the band, the OB42 filmmaker tells the tale of how a ragged John Lennon recording formed the basis of a brand-new Fab Four track. shots caught up with Murray to find out how the project came about.

27th Oct
How Will Wightman made the practical spectacular

How Will Wightman made the practical spectacular

Despite only having less than a handful of commercial credits to his name, 23-year-old Blinkink director Will Wightman took on an audacious golden age-style musical project for Ore Ida, determined to capture as much of the action in-camera where possible. shots caught up with Wightman to find out why tactile beats technical when it comes to on-screen imagination.

Spotlight

Some recent interviews in our "How To" series.

12th Oct ANIMATION FOCUS
How Ewa Smyk portrayed the power of self-belief through a hand-painted film

How Ewa Smyk portrayed the power of self-belief through a hand-painted film

Lovingly brought to life through traditional, hand-illustrated techniques, Ewa Smyk’s multi-awarded animated short film, Homebird, is a heartwarming story about the importance of embracing your past. Here, she talks about homesickness and self-discovery, two years of painstaking cel-animation, and her own experiences as an artist and immigrant.

6th Oct
How Andrew De Zen found peace in a Japanese forest

How Andrew De Zen found peace in a Japanese forest

Set in Tokyo, Of Woods and Seas is the fourth instalment in Andrew De Zen's sublime series of short films accompanying musician Brady Kendall’s Alaskan Tapes project. shots speaks to the director about mythical motifs, finding inspiration in animation, and shooting in a forest 'full of spirits'.

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29th Sep PURPOSE-LED & POLITICS FOCUS
How Who Gives A Crap deforested the Hundred Acre Wood

How Who Gives A Crap deforested the Hundred Acre Wood

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.

28th Sep PURPOSE-LED & POLITICS FOCUS
How Australia’s biggest brands made disability visible

How Australia’s biggest brands made disability visible

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.

22nd Sep
How Abteen Bagheri found life in Benjamin Earl Turner's Headspace

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.