the Craft
Q&As and behind-the-scenes info on the latest and greatest
commercials, shorts and music videos.
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.
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.
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.
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.
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.
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.
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.
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.
Some in-depth discussions of what it takes to make a killer music video.
MusicVideooftheYear:FKAtwigs,Cellophane
MusicVideooftheYear:TheChemicalBrothers
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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.
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.
Stay up-to-date with the latest news, insight and inspiration for the global creative community.
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.
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.
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.