the Craft

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

14^th Jun

HowSwyftmadeasofaadthatisn'tasofaad

We hear from the makers of a new campaign for sofa brand Swyft that aims to defy the conventions of more traditional sofa commercials .

10^th Jun

HowCraigDavidmovedthedialforKuruptFM

Things aren't all they seem in this Ollie Wolf directed hybrid promo for Kurupt FM that mixes classic promo tropes with some behind the scenes tomfoolery.

25^th May

How to cut a music video with a crew of 500

For VANS' branded promo of JPEGMAFIA's track Prone, Final Cut editor Ryan Beck had the daunting task of sculpting a 2-minute megamix from fan-shot footage.

18^th May

The reality behind ITV's dramatic new campaign

Oscar-winning director Tom Hooper and Uncommon's ECD, Sam Walker, take us behind the scenes of ITV Hub's ambitious new campaign that pits drama against reality.

30^th Apr

How Uncommon electrified Formula E

After the release of the new campaign for Formula E, the director and ECD behind the work reveal the challenges they faced recreating six different cities in one location, and filming spooked horses and disoriented dogs in super-slow-motion.

23^rd Apr

A new short film slays the myths around St George

It's April 23rd, St George's Day, and this new short film cleverly examines the history of St George while also highlighting the importance of facts.

19^th Apr

Mark Romanek suits up for H&M

Director Mark Romanek is behind a new film for H&M that centres on the brand's initiative of providing free suits for job seekers.

16^th Apr ANIMATION FOCUS

Andy Gent creates a hare-raising puppet

Professional puppet-maker Andy Gent, a longtime Wes Anderson collaborator, shares the intricate and detailed process behind creating an empathetic character that embodies hope while refusing to sugar-coat the horrific reality of lab animals.

Spotlight

Some recent interviews in our "How To" series.

16^th Nov CHRISTMAS 2020

Howtomakeanice-storminashit-storm

Taking on Singing In The Rain and upping the ante in every regard, MEGAFORCE's barnstorming spot for Burberry was the Christmas treat we never realised we wanted. We sat down with the French foursome to find out how they did it in a pandemic.

13^th Nov

HowtogetRadioheadtodonatemusicforyourad

Lucas Peon, CCO at The Gate, sheds light on how his agency got permission to use a classic track, and why animation was the perfect medium for Childline's Nobody is Normal.

20^th Oct

Howananimaticcanbeauthoredanarchy

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.

21^st Sep

HowtogiveanimationaHeartbeat

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.