the Craft
Q&As and behind-the-scenes info on the latest and greatest
commercials, shorts and music videos.
HowBalmaindesignedanewapproachtobrandedentertainment
With the release today of Balmain's newest project, a long form drama series available on All4, the rules of branded entertainment may have been re-written. We speak to the agency behind the series about the age of flexible formats, the battle for audience eyeballs and this dramatic move for the fashion house.
AlexanderFarah'sheartbreakingmeeting
In an emotive and affecting music video for Desirée Dawson's Meet You At The Light, Farah tells the tale of a family facing loss, and the father-daughter relationship at its heart.
How to present the pain of The Pitch
Director Eno Freedman Brodmann mines his production company past to create a biting satirical short that explores where ad ideas go to die...
How Henry Hobson crafted an Olympic double-decathlon
shots speaks to director Henry Hobson about how he managed to put the viewer into 20+ sports through dazzling first-person photography for Discovery+.
Tom Hooper and Sam Walker on raising the stakes for ITV
Part three of ITV Hub's Drama Vs Reality campaign is an all-action, high octane, two-and-half-minute fire fight. Uncommon's ECD Sam Walker and Oscar-winning director Tom Hooper talk us through the logistics of putting a reality TV star in a Huey and giving her an M2 .50 calibre machine gun.
How Factory Fifteen filled Tokyo with easter eggs
The Nexus collective, made up of Kibwe Tavares, Jonathan Gales and Paul Nichols, tell us how pre- and post-Covid planning, animation, VFX and shoots 1000 miles apart combined to create a disorientating journey through an Olympics-themed Tokyo.
How Swyft made a sofa ad that isn't a sofa ad
We hear from the makers of a new campaign for sofa brand Swyft that aims to defy the conventions of more traditional sofa commercials .
How Craig David moved the dial for Kurupt FM
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.
Some recent interviews in our "How To" series.
HowHenryHobsoncraftedanOlympicdouble-decathlon
HowFactoryFifteenfilledTokyowitheastereggs
HowSwyftmadeasofaadthatisn'tasofaad
HowCraigDavidmovedthedialforKuruptFM
Howtocutamusicvideowithacrewof500
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.
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.
Stay up-to-date with the latest news, insight and inspiration for the global creative community.
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.
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.
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.
