the Craft
Q&As and behind-the-scenes info on the latest and greatest
commercials, shorts and music videos.
HowDirectLinecreateditsheroicnewcampaign
A trio of new spots for Direct Line, starring pop culture icons RoboCop, Bumblebee and Donatello, aired recently. We speak to three key members of the team that brought these heroes to life for this high-concept campaign.
JessKohl:ThePrettybirdbreakthroughcapturingthefringesofsociety
With her latest music video and a brand-new spot for Nike providing a hefty industry one-two punch, we speak to the filmmaker and photographer about what documenting marginalised communities has brought to her subsequent work.
BETC reflects on its new Sephora campaign
We talk to Florence Bellisson, Creative Director at BETC Etoile Rouge about how Sephora has decided to celebrate beauty with its latest campaign and new brand positioning.
How Starbucks learnt from, and was inspired by, the trans community
Associate Creative Director for Iris, Eli Vasiliou, and director Nicolas Jack Davies, from Sweetshop talk about the work that went into authentically and sensitively portraying a moment of trans recognition.
How to swim up a mountain
In their entertaining new campaign, Coors Light introduces a chilly swimmer as he paddles his way around a snow-capped vista. We spoke to director Sam Pilling and VFX lead Ben Turner about how they powered the powder.
How Jim Jenkins got Bill Murray to relive Groundhog Day
We speak to the O Positive director behind one of the most popular spots from this year's Super Bowl about how he brought a crew together in a week to recreate comedic magic again... and again... and again...
Music Video of the Year: The Chemical Brothers
As we near the end of our Music Video Focus we talk to the those behind one of our two shots Awards Europe 2019 Music Videos of the Year. Below, Outsider directing duo Dom&Nic and The Mill's ECD Jonathan ‘Wes’ Westley, explain the nuts and bolts of making The Chemical Brothers' Free Yourself.
Music Video of the Year: FKA twigs, Cellophane
Director Andrew Thomas Huang, who has collaborated with artists like Bjork, Perfume Genius, and Thom Yorke, shares some of the process and influences behind his Icarus-inspired, shots Awards Europe-winning 2019 music video, Cellophane.
Some in-depth discussions of what it takes to make a killer music video.
MusicVideooftheYear:FKAtwigs,Cellophane
MusicVideooftheYear:TheChemicalBrothers
MPCat50:Theirfavouritemusicvideos
MPC at 50: Their favourite music videos
In celebration of the company's half-century, we spoke to the teams behind some of their most defining pop promo moments.
How to transform crack pipes into luxury cookware
Elisha Smith-Leverock works at the intersection of representation, artistry, and storytelling, crafting engaging and fully-developed narratives that encapsulate difficult themes and nuanced understandings. She shares her experience working with Jon Gray's story and how she integrated philosophy and art.
Stay up-to-date with the latest news, insight and inspiration for the global creative community.
How Volvo's Birdman took flight
We speak to Andy Lockley, ECD at Grey London, and Pulse Films directing team D.A.R.Y.L. about the latest installment in their compelling Defiant Pioneers branded series with Sky Atlantic, telling the story of a conservationist who's methods have inadvertently been prototyping a solution to climate breakdown.
How Joint convinced Vue to Get Lost
We speak to Jack Brough, partner at Joint London, about how they worked with John Boyega, Ridley Scott and one of the UK's leading cinema chains to promote the big-screen experience.
How to create modern music videos with old-school techniques
In the first of our Music Video focus posts, rubberband. talks about directing Tokyo Drifting, an exuberant music video knockout for Glass Animals that combines nostalgia and novelty.