the Craft

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

7^th 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.

4^th 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.

23^rd Nov CHRISTMAS 2023

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.

14^th Nov

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.

10^th Nov

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.

3^rd Nov

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.

2^nd Nov

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.

27^th Oct

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.

30^th Jul SPORT FOCUS

HowHenryHobsoncraftedanOlympicdouble-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+.

8^th Jul SPORT FOCUS

HowFactoryFifteenfilledTokyowitheastereggs

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.

14^th Jun

HowSwyftmadeasofaadthatisn'tasofaad

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

10^th Jun

HowCraigDavidmovedthedialforKuruptFM

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.

25^th May

Howtocutamusicvideowithacrewof500

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.

12^th Oct ANIMATION FOCUS

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.

6^th Oct

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'.

29^th Sep PURPOSE-LED & POLITICS FOCUS

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.

28^th Sep PURPOSE-LED & POLITICS FOCUS

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.

22^nd Sep

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.