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the Craft

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

How Pantera faced up to a new challenge
8th Apr

HowPanterafaceduptoanewchallenge

Directing trio Pantera take us behind the scenes of their new campaign for UNHCR, an emotionally charged film about fleeing a war-torn country before becoming an Olympic athlete, shot without ever seeing anyone's face.

Iggy Pop marshals the music
4th Mar

IggyPopmarshalsthemusic

In this new campaign from Marshall, rock legend and 'Godfather of Punk' Iggy Pop asks us to tune out the boring and find our own noise, and we speak to its creators to find out how they managed to achieve doing exactly that.

23rd Feb
How Neil Linpow learnt his lesson

How Neil Linpow learnt his lesson

We chat to the Partizan EP about his self-directed/performed dramatic short Lesson 7, which sees self-help guidance take a dark path.

22nd Feb SUPER BOWL 2021
How to bring babies to the Big Game

How to bring babies to the Big Game

Mark Molloy's show-stopping Super Bowl spot for Huggies saw some of the best performances ad-breaks have seen in ages... from infants! We asked him how he directed dinky divas.

15th Feb
How to win at straight 8

How to win at straight 8

With the places for the Nature edition of straight 8 Shootout going fast, and with teams gearing up to film their masterpieces, we decided to get some top tips from those that have already conquered the notoriously tricky film competition.

28th Jan
How Nexus Studios found imagination in excretion

How Nexus Studios found imagination in excretion

For shots Awards The Americas, director Laurie Rowan dove into the messy business of inspiration to create a gorgeous and hilarious promo. We caught up with him to find out how he got his hands dirty in a CG, photorealistic world.

26th Jan
How Weezer ditched the doomscroll

How Weezer ditched the doomscroll

We asked Pulse Films director Colin Read how his in-camera trickery and a sprinkling of nostalgia helped the rockers celebrate All My Favourite Songs.

22nd Jan
Kamala Harris and Girl Up rise to the occasion

Kamala Harris and Girl Up rise to the occasion

A new campaign for Girl Up captures the inauguration of Vice President Kamala Harris through the eyes of girls across America.

Spotlight

Some recent interviews in our "How To" series.

22nd Dec
How Iggy Pop was brought to the beach

How Iggy Pop was brought to the beach

Yesterday saw the launch of a new film for On the Beach, featuring Iggy Pop. Here, Uncommon ECD and the director of the film, Sam Walker, reveals the thinking behind the campaign's message, the process of being both ECD and director, and why Iggy was the only choice to lead "this defiantly optimistic ode".

8th Dec
Dole's teddy bear campaign was no picnic

Dole's teddy bear campaign was no picnic

With only 21 days at its disposal, St Luke's had a tight deadline to create this new campaign for Dole, which focusses on child hunger. But, despite this, #UnstuffedBears is a simple but elegant and effective campaign that employs film and digital elements as well as a varied cast of teddies.

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7th Dec
How to (literally) break the internet

How to (literally) break the internet

Director Sonejuhi Sinha had to imagine what the digital world would be like if 25% of the code was taken out of the internet. The result is a bizarre and hypnotic film that explores how women are an essential part of the STEM ecosystem.

19th Nov
Behind the scenes of Taika Waititi's Coca-Cola flavoured Christmas

Behind the scenes of Taika Waititi's Coca-Cola flavoured Christmas

With multiple teams at various locations across different time zones, the Coke Christmas shoot was a challenge, to say the least. Here, the team behind the spot reveal the pressures they faced - and overcame - to get it right.

18th Nov
How to make animation a mission

How to make animation a mission

Executive Creative Director, Danielle Flagg, talks about how Arts & Letters made representative diversity a priority when working for the One Love Foundation's newest piece.