The Craft
Q&As and behind-the-scenes info on the latest and greatest
commercials, shorts and music videos.
How Eliza McNitt and AI connected the intimate with the infinite
In ANCESTRA, Chromista director Eliza McNitt merges the miracle of childbirth with the mysteries of the cosmos, crafting a live-action/AI short brought to life by hundreds of hands translating vision into poetry. Here, she speaks to shots about the film’s ambitious process and the human collaboration behind the machine.
How Anthony Dickenson made months of monoprints for Rival Consoles
To create his unique and mesmerising promo for the synth act, the 1stAveMachine director created 11 painted rolls, each 20 metres long, to house 5000 frames of pulsing imagery. shots sat down with Dickenson to find out what led to such a meditative and drawn-out project.
How the BBC and Blinkink sculpted excitement for the UEFA Women’s Euro
Handmade down to the last thumbprint, the BBC’s UEFA Women’s Euro trailer brings football’s biggest stars to life in an intricate and action-packed claymation. We spoke to BLINKINK producer Rebecca Little about painstaking craft, uplifting tone, and why traditional techniques still score big in an increasingly digital world.
How Laurie Rowan made a cutesy curmudgeon
With its new work for Telstra, Nexus Studios has given us the most precious pessimist in recent memory. We caught up with director Laurie Rowan to find out how character design and vocal performance can sell such a sweet idea.
How Pika gave us the darkest app ad ever
With a film that switches from seeming normality to gut-wrenching (and LOL-making) bleakness, AI video platform Pika gave us commercial-watching whiplash last week. Here, we speak to the in-house creative team (Lindsay Brillson and Monica Tan), director Marie Schuller, and editor Val Thrasher about how they delighted in going dark.
How OVO gave life to electrical appliances
Eschewing CGI in favour of practical, in-camera effects, the green energy brand's latest ad depicts a playful, cinematic standoff between a man and his rampaging household appliances. Here, we talk to Saatchi & Saatchi and CANADA directing duo Réalité about the meticulous craft behind the chaos.
How Freddie Powell took a loving look at parental passion
In an acerbic short from the Drool filmmaker, premiering on shots, an ageing couple display their love through habitual disharmony and nagging niggles. Here we speak to Powell about casting, comedic timing and commandeering his parents' house for the shoot.
How BritBox brought filmmaking to life
Shot over more than 14 continuous hours, BritBox's new campaign is a filmmaking feat of ingenuity that needed rigorous planning, total precision and the professionalism of a host of departments.
Some recent interviews in our "How To" series.
How Mr Kaplin showed us what it's like to have ADHD
When Jelly director Mr Kaplin and his daughter Mia were diagnosed with ADHD, they teamed up to create an informative animation about living with the condition. Here, he shares more about their ADHD discovery, creating the film, and the connection between neurodiversity and creative minds.
How Original Source took AI for a wild ride
In collaboration with Fold7 and Private Island, the PZ Cussons shower gel brand unveils a vibrant, first-of-its-kind national TV commercial blending AI visuals with traditional live action production. Here, the director, Chris Boyle, shares all the juicy details.
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How Ben Strebel fired up climate consciousness
The Biscuit Filmworks director talks us through the making of this incendiary campaign created by Mother for the advocacy group Make My Money Matter.
How Joe Connor caught Gregory Alan Isakov’s wave length
Rogue Film’s director Joe Connor explains to shots how Isakov’s emotional song Mistakes resonated with him, leading to recollections of surfers and the creation of a phenomenal promo.
How GoDaddy got Goggins in goggles
shots' Jamie Madge speaks to Go Daddy ECD Adam Nowak, Quality Meats' CCO Gordy Sang and Brian Siedband, and ProdCo director Ian Pons Jewell about the about the rug-pull Super Bowl campaign that had people clamouring over Walton Goggins' Goggle Glasses.