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the Craft

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

How to make a Japanese anime for a contemporary brand
26th May ANIMATION FOCUS

HowtomakeaJapaneseanimeforacontemporarybrand

Creative Director for YT, Andreas John, talks about how The Line and SHIFT Active Media made an animated world come to life, building on a concept and creating an immersive, folkloric, contemporary cityscape.

How to... build a LEGO car chase
19th May ANIMATION FOCUS

Howto...buildaLEGOcarchase

Last week saw the release of a new, high-octane LEGO spot. Here, the director, producer and VFX Supervisor give detailed insight into how they created 'The Fast and the Furious on a kitchen floor'.

18th May ANIMATION FOCUS
How an old animation technique proved to be a fresh approach

How an old animation technique proved to be a fresh approach

Directing duo Lamar+Nik employed the more than century-old technique of kinegrams for their most recent promo for Husbands. Here they explain the labour-intensive, but highly effective, processes while asking the band their thoughts on the video.

30th Apr
Aaron Ruell on bringing Dynamite to lockdown

Aaron Ruell on bringing Dynamite to lockdown

With his hilarious series of Kip's Tips films, actor/director Aaron Ruell brought back cult-favourite character Kip Dynamite to impart his Isolation wisdom. We chatted to Ruell about what it was like revisiting the man, the message and the moustache.

22nd Apr
How to create a star-studded short from quarantine

How to create a star-studded short from quarantine

Before most of us had settled into our isolation groove, director Ben Berman was already plotting, editing and releasing his 'celebrity'-filled short The Follow Up. We asked him how he became the king of Cameo.

10th Apr
Ruffian's directors are Alone, Together

Ruffian's directors are Alone, Together

With the production company in lockdown, Ruffian founder and EP Robert Herman challenged his directors each to come up with an innovative 360° glimpse into their world.

1st Apr
How to film from four hundred feet away

How to film from four hundred feet away

For Four Tet’s newest promo, New Land director Joanna Nordahl, collaborated with Instagram sensation, Andrés Aguilera Morillas, in order to get drone footage that flies through buildings and over waterfalls and mountains.

20th Mar
How Direct Line created its heroic new campaign

How Direct Line created its heroic new campaign

A trio of new spots for Direct Line, starring pop culture icons RoboCop, Bumblebee and Donatello, aired recently. We speak to three key members of the team that brought these heroes to life for this high-concept campaign.

Spotlight

Some in-depth discussions of what it takes to make a killer music video.

3rd Mar NEW TALENT FOCUS
Jess Kohl: The Prettybird breakthrough capturing the fringes of society

Jess Kohl: The Prettybird breakthrough capturing the fringes of society

With her latest music video and a brand-new spot for Nike providing a hefty industry one-two punch, we speak to the filmmaker and photographer about what documenting marginalised communities has brought to her subsequent work.

18th Feb
BETC reflects on its new Sephora campaign

BETC reflects on its new Sephora campaign

We talk to Florence Bellisson, Creative Director at BETC Etoile Rouge about how Sephora has decided to celebrate beauty with its latest campaign and new brand positioning.

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11th Feb FOOD & DRINK FOCUS
How Starbucks learnt from, and was inspired by, the trans community

How Starbucks learnt from, and was inspired by, the trans community

Associate Creative Director for Iris, Eli Vasiliou, and director Nicolas Jack Davies, from Sweetshop talk about the work that went into authentically and sensitively portraying a moment of trans recognition.

5th Feb FOOD & DRINK FOCUS
How to swim up a mountain

How to swim up a mountain

In their entertaining new campaign, Coors Light introduces a chilly swimmer as he paddles his way around a snow-capped vista. We spoke to director Sam Pilling and VFX lead Ben Turner about how they powered the powder.

4th Feb SUPER BOWL
How Jim Jenkins got Bill Murray to relive Groundhog Day

How Jim Jenkins got Bill Murray to relive Groundhog Day

We speak to the O Positive director behind one of the most popular spots from this year's Super Bowl about how he brought a crew together in a week to recreate comedic magic again... and again... and again...

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