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the Craft

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

How worlds collide in Sky's new campaign
23rd Oct

HowworldscollideinSky'snewcampaign

A new spot for Sky Q sees characters from Star Wars, Marvel and Transformers combine with a 12-year-old boy. Here, director Dan DiFelice and Sky Creative ECD Robin Garton give us the lowdown on fusing worlds for the high-concept campaign.

Greenpeace tackles a monster problem
22nd Oct

Greenpeacetacklesamonsterproblem

In 2018 Greenpeace UK’s Rang Tan, shot to fame when it was banned from UK TV screens after being deemed too political by the advertising approval agency. Now Greenpeace is back with another hard-hitting film about the consequences of deforestation.

20th Oct
How an animatic can be authored anarchy

How an animatic can be authored anarchy

Keith Schofield's jaw-dropping, idea-packed, digital-puppeteering music video for Duck Sauce's Mesmerize was released at the weekend onto an unsuspecting audience. We caught up with him to talk appropriating celeb's heads, questioning the existence of reality and journeying through an army of anuses.

8th Oct
The kids are alright in revealing short doc

The kids are alright in revealing short doc

Charlotte Regan takes us behind the scenes of her sweet, insightful short doc, No Ball Games, which gives us a glimpse into the lives of children living in underprivileged areas of the UK and how they spend their leisure time.

21st Sep
How to give animation a Heartbeat

How to give animation a Heartbeat

Filled with a painterly technique created using Procreate on iPad and After Effects wizardry, Kyra Bartley's moving Heartbeats for Save our Sons had a style that was as mesmerising as the spot was devastating. We spoke to her about how she swirled her digital paintbrush through our emotions.

18th Sep
How to play with The King

How to play with The King

Enlisting the talents of legend himself (that's MR Eric Cantona to you), Coyle-Larner Brothers' heartfelt spot for FIFA 21 speaks to the winners in all of us. We chat to the directing siblings to find out how it was all put together.

14th Sep
How to shoot Japan on two rolls of film

How to shoot Japan on two rolls of film

Anonymous Content new signing Jovan Todorovic took to the streets of Nippon to create a mesmerising, dance-filled lockdown awakening. We chatted with him about how he caught it on camera.

4th Sep
How to make a Beautiful Day

How to make a Beautiful Day

When Noam Murro turned a Zoom background into a musical fantasy for Coors, we had to find out how he did it under the new restrictions.

Spotlight

Some in-depth discussions of what it takes to make a killer music video.

31st Aug
Fred Armisen’s pared-down production diary

Fred Armisen’s pared-down production diary

Taking on the challenge to both direct and act in thirty spots for Google, Fred Armisen recounts an average day working on a socially-distant set and how restrictions are the mother of a swift production...which might explain how he got all the spots done in just six days.

17th Aug
A Salt On The Senses

A Salt On The Senses

With his lockdown-shot feature film Host proving to be an unexpected smash on Shudder, we thought we'd look back at the last time director Rob Savage scared us silly.

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11th Aug
How to animate an interplanetary system

How to animate an interplanetary system

Using speculative elements and leaning heavily on character design, Hornet director, Yves Geleyn, shares the story behind the brilliantly devised clockwork universe.

4th Aug
How to make a big deal out of small businesses

How to make a big deal out of small businesses

Last Friday, Channel 4 and a host of big brands donated an entire ad break to mini-spots highlighting small businesses throughout the UK. We caught up with Armoury MD & Senior Producer Matt Hichens and Creative Director Jack Laurance to find out just how they shot six companies in six days with six directors, all under strict safety guidelines.

30th Jul COMEDY FOCUS
How to sober up a Drunken Master

How to sober up a Drunken Master

Suthon Petchsuwan, Mum Films director and helmer of the hilarious new Jackie Chan-spoofing film for the Thai Health Promotion Foundation, talks to us about shooting an action epic under strict pandemic guidelines and finding the chuckles in the surreal.