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the Craft

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

Everything you wanted to know about AI... but were afraid to ask
16th May

EverythingyouwantedtoknowaboutAI...butwereafraidtoask

As a new exhibition examining artificial intelligence opens at London’s Barbican, Nexus Studios’ creative director, Alex Jenkins, tells shots about a ‘warmer’ vision of AI and how we can be part of its future.

How do you shoot a time-travel romance in a theme park?
2nd May

Howdoyoushootatime-travelromanceinathemepark?

We ask Quad's Bruno Aveillan how utilising the sets, props, costumes and stunt performers from award-winning French theme park Puy du Fou helped him create Eternels, the most epic of brand films.

1st May
SIXT agency and director on how conflicting approaches can pay dividends

SIXT agency and director on how conflicting approaches can pay dividends

And Rising's Anna Arnell and director Camila Zapiola discuss the challenges they faced creating the new SIXT campaign and why Arnell likes being put out of her comfort zone.

1st May
How CALM took over an ad break to for mental health awareness

How CALM took over an ad break to for mental health awareness

Kicking off our Advertising For Good month-long focus, we look back at TV channel Dave's innovative campaign for CALM, encouraging men to reach out to friends who they feel may be suffering from mental health issues.

30th Apr
Saman Kesh talks Hot Chip and aural stalking

Saman Kesh talks Hot Chip and aural stalking

We talk to the director and his promo protagonist Martin Starr about torturing a couple with the band's omnipresent music.

29th Apr
Metal fans seek solace in Patrik Bergh's brilliant new short

Metal fans seek solace in Patrik Bergh's brilliant new short

Quest for Fire, a funny new film from the 76 Ltd director centres on a support group for maligned heavy metal fans.

24th Apr
Sam Huntley takes us back to the world of Zoomer

Sam Huntley takes us back to the world of Zoomer

We speak to the UK-based director as he returns to the Kansas setting of his 10-year-old documentary for a follow-up.

18th Apr
Short film tells a comedic love story entirely through fake ads

Short film tells a comedic love story entirely through fake ads

Director Ben Callner brilliantly reimagines the classic boy-meets-girl story as a series of spots for ice-cream, pet food, mobile networks and more.

Spotlight

With Game Of Thrones hitting our screens once again, we look back on chats with its makers.

16th Apr
WaterWipes tells the truth about parenthood

WaterWipes tells the truth about parenthood

We talk to agency The Brooklyn Brothers and Pulse Films’ director Lucy Cohen about the beautiful campaign that captures the warts-and-all experience of newborn life in #ThisIsParenthood

15th Apr
Winter Is Humming - Mat Whitecross talks Game Of Thrones musical

Winter Is Humming - Mat Whitecross talks Game Of Thrones musical

As the final season hits the screens, we take a look back at when Coldplay and the GoT cast teamed up to make a musical for Red Nose Day.

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15th Apr
Game of Thrones director talks The Red Wedding

Game of Thrones director talks The Red Wedding

Ahead of the final season of Game of Thrones, which starts in the UK tonight, we repost an interview with David Nutter (who directs three episodes of Season 8), who discusses the Golden Age of TV and the tensions around shooting the infamous Red Wedding.

15th Apr
giffgaff & Rowson on voting with your feet and the power of choice

giffgaff & Rowson on voting with your feet and the power of choice

As the mobile network releases its surreal ode to democracy, shots caught up with Blink director Fred Rowson and the giffgaff team to hear more about talking iguanas and alternative worlds.

8th Apr
How The Corner pulled off an epic mission for Enterprise

How The Corner pulled off an epic mission for Enterprise

From skydiving to stunt co-ordinators and sarnies which failed to impress Gerard Butler, creative directors Tom Prendergast and Joe Stamp take us behind the scenes on their new campaign.

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