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the Craft

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

Crafting a character-filled world for Unox
21st Oct

Craftingacharacter-filledworldforUnox

We sat down with Ambassadors Creative Director/Partner Vincent Lammers to chat about the design process behind their charming tale about a butcher’s nature-loving daughter.

How Mother Shanghai and Nexus Studios animated a lot(o) for Oppo
18th Oct

HowMotherShanghaiandNexusStudiosanimatedalot(o)forOppo

To launch the Reno2, the agency and production house created ten distinct animated films. We hear from each director about how they created their unique vision.

17th Oct
Leica and Cokeliss take a shot in the dark

Leica and Cokeliss take a shot in the dark

Legendary camera brand Leica and director Barney Cokeliss have teamed up for a stylish and atmospheric cinema spot and, here, Cokeliss reveals how the film came to be and why it's great to work with such an open-minded and creative brand.

17th Oct
Pascal Kerouche on how his Snipes spot hit the mark

Pascal Kerouche on how his Snipes spot hit the mark

German photographer and director Pascal Kerouche has just helmed this gritty new spot for sportswear brand, Snipes, with music from and an appearance by rapper Meek Mill. Here, Kerouche reveals how he created a sports spot with a difference.

9th Oct
How Marmite took control of your mind

How Marmite took control of your mind

The most recent Marmite campaign aims to brainwash haters of the yeasty extract into becoming fully-fledged lovers of the divisive brand. The director and one of the creatives behind the project explain how...

9th Oct
How to... survive a car shoot in extreme conditions

How to... survive a car shoot in extreme conditions

Mark Lindley, ECD at Spark44 Birmingham, has been involved in every Land Rover and Range Rover model launch for the last 15 years. He tells us how to get through shooting in some of the most inhospitable locations on earth, and how he survived falling through the ice!

17th Sep
How BETC and Traktor rebuilt LEGO's world

How BETC and Traktor rebuilt LEGO's world

We speak to the creative minds behind LEGO's first global brand campaign for 30 years - BETC founder Remi Babinet, LEGO in-house agency Senior VP Remi Marcelli and directing team Traktor.

10th Sep
How Barnardo’s made their cackle of hyenas

How Barnardo’s made their cackle of hyenas

We caught up with FCB creatives Jayshree Viswanathan and Chelsey Redshaw, The Mill’s ECD Jonathan ‘Wes’ Westley and director Sam Brown to find out how the harrowing bullies were created.

Spotlight

Take a look behind the scenes of our hilarious shots Awards commercial

6th Sep
Landscape is so last year in the vertical world

Landscape is so last year in the vertical world

The official opening of Samsung KX, the tech giant’s new ‘digital playground’ in London’s Kings Cross, took place this Tuesday with ‘the world’s first vertical gig’ as its centrepiece. Henry Scotland, CD at Iris, the agency behind the event, explains the process of going portrait.

27th Aug
Reluctant superheroes take flight in new album artwork

Reluctant superheroes take flight in new album artwork

Artist JAKe Detonator's collaboration with Chali 2na and Krafty Kuts for their new album has brought forth a superhero for a new musical age. Tim Cummins listens in as JAKe explains the concept and how a misheard lyric kicked it all off.

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23rd Aug
Robin Hays wants us to Post No Bills

Robin Hays wants us to Post No Bills

Making its online debut on shots, Hays' adorable short tells the endearing love story of Noodle Boy and Miss Fortune. We chat to the director about how a wall of posters became her working canvas.

22nd Aug
Digitally dancing with a Cashmere Cat

Digitally dancing with a Cashmere Cat

We speak to The Mill about the groundbreaking, real-time performance capture technology that allowed Jake Schreier to circle a lonely, choreographed kitty-cat.

21st Aug
Finding Perpetual Motion in Mexico City

Finding Perpetual Motion in Mexico City

Created for the Yearning for the Infinite show at the Barbican, Max Cooper and Nick Cobby's collaborative video is a mesmerising montage of continuous movement. We chatted to the pair about its conception and realisation.

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