the Craft
Q&As and behind-the-scenes info on the latest and greatest
commercials, shorts and music videos.
Craftingacharacter-filledworldforUnox
We sat down with Ambassadors Creative Director/Partner Vincent Lammers to chat about the design process behind their charming tale about a butcher’s nature-loving daughter.
HowMotherShanghaiandNexusStudiosanimatedalot(o)forOppo
To launch the Reno2, the agency and production house created ten distinct animated films. We hear from each director about how they created their unique vision.
Leica and Cokeliss take a shot in the dark
Legendary camera brand Leica and director Barney Cokeliss have teamed up for a stylish and atmospheric cinema spot and, here, Cokeliss reveals how the film came to be and why it's great to work with such an open-minded and creative brand.
Pascal Kerouche on how his Snipes spot hit the mark
German photographer and director Pascal Kerouche has just helmed this gritty new spot for sportswear brand, Snipes, with music from and an appearance by rapper Meek Mill. Here, Kerouche reveals how he created a sports spot with a difference.
How Marmite took control of your mind
The most recent Marmite campaign aims to brainwash haters of the yeasty extract into becoming fully-fledged lovers of the divisive brand. The director and one of the creatives behind the project explain how...
How to... survive a car shoot in extreme conditions
Mark Lindley, ECD at Spark44 Birmingham, has been involved in every Land Rover and Range Rover model launch for the last 15 years. He tells us how to get through shooting in some of the most inhospitable locations on earth, and how he survived falling through the ice!
How BETC and Traktor rebuilt LEGO's world
We speak to the creative minds behind LEGO's first global brand campaign for 30 years - BETC founder Remi Babinet, LEGO in-house agency Senior VP Remi Marcelli and directing team Traktor.
How Barnardo’s made their cackle of hyenas
We caught up with FCB creatives Jayshree Viswanathan and Chelsey Redshaw, The Mill’s ECD Jonathan ‘Wes’ Westley and director Sam Brown to find out how the harrowing bullies were created.
Take a look behind the scenes of our hilarious shots Awards commercial
Landscape is so last year in the vertical world
The official opening of Samsung KX, the tech giant’s new ‘digital playground’ in London’s Kings Cross, took place this Tuesday with ‘the world’s first vertical gig’ as its centrepiece. Henry Scotland, CD at Iris, the agency behind the event, explains the process of going portrait.
Reluctant superheroes take flight in new album artwork
Artist JAKe Detonator's collaboration with Chali 2na and Krafty Kuts for their new album has brought forth a superhero for a new musical age. Tim Cummins listens in as JAKe explains the concept and how a misheard lyric kicked it all off.
Stay up-to-date with the latest news, insight and inspiration for the global creative community.
Robin Hays wants us to Post No Bills
Making its online debut on shots, Hays' adorable short tells the endearing love story of Noodle Boy and Miss Fortune. We chat to the director about how a wall of posters became her working canvas.
Digitally dancing with a Cashmere Cat
We speak to The Mill about the groundbreaking, real-time performance capture technology that allowed Jake Schreier to circle a lonely, choreographed kitty-cat.
Finding Perpetual Motion in Mexico City
Created for the Yearning for the Infinite show at the Barbican, Max Cooper and Nick Cobby's collaborative video is a mesmerising montage of continuous movement. We chatted to the pair about its conception and realisation.