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The Fear Focus

War in Europe, looming global recession, food scarcity and warnings of upcoming climate collapse – the world has many reasons to be fearful. We speak to industry figures about global and sector-specific fears; from the changing landscape of advertising to the impact of consumer anxieties.


Dan Mace: facing his fears

Dan Mace burst onto the scene as a bright new directorial talent. Success in commercials followed, ahead of a triumphant YouTube career and collaboration with a Hollywood A-lister. But fear, anxiety and ego led to depression, alcohol and drugs. Here, Mace discusses not only facing those fears, but how they helped him flourish.


The fear factor

Fear is everywhere – a driver for communications as much as of behaviour, but how brands and creatives are resorting to fear is changing. Tim Cumming spoke to industry pros about anxiety in advertising.


Never try, never know: riding the big waves in uncertain times

Fear, explains Sarah Donnenberg, can be crippling, but also exhilarating. It can create doubt, but also opportunity. Here, the Founder of SLMBR PRTY Films explains how she decided to face fear in a bid to embrace success.


How to walk the 'fear factor' tightrope

Ian Kammer, a director at Valiant Pictures who recently helmed a psychologically tense short, examines how keeping audiences on the edge of their seats (or even hidden behind them) can prove a successful approach for brands that are brave enough.

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