The Way I See It: Henry-Alex Rubin
From early gonzo hits like Whopper Freakout to politically charged work for Sandy Hook Promise, SMUGGLER director Henry-Alex Rubin has parlayed his documentarian’s eye into authentic spots that don’t just win gongs (Emmys, Oscar nominations and more) but seek to bring about real change. He tells Selena Schleh about why he makes ads for people who hate ads.
UNCANNY by name…
With their experimental, process-driven approach, director duo George Muncey and Elliott Elder – aka UNCANNY – are pushing the boundaries of traditional practices in film, design and photography to breaking point – and reshaping them into something strange and utterly compelling.
Jesse Lewis-Reece's new tricks
From obsessive-compulsive disorder to sight loss and trans identity, former skater boi turned filmmaker Jesse Lewis-Reece explores complex issues and marginalised communities with a maturity that’s rare for a young director. And, as Selena Schleh finds out, adland is starting to take note.
Technology, talent & changing times; what lies ahead for new directors?
The democratisation of technology has ushered in a golden age of content creation as well as an explosion in aspiring directors. But just how easy is it to spot, nurture and help emerging talent succeed in 2024? Production companies, agency producers and directors’ reps talk to Selena Schleh about the road ahead for new directing talent.
The Way I See It: David Mitchell
Building a three-decade-long career with Tony and Jake Scott, marked by masterpieces like BMW Beat the Devil, Budweiser Lost Dog, and Nike Awake, David Mitchell launched his own creative collective, Wild Gift, in 2021. He tells shots why production is finally heading to a good place – and how punk rock remains his passion.
Hugh Mulhern: Organised chaos
From singing prosthetic stomachs to AI augmented ravers, Hugh Mulhern’s dazzlingly dynamic – and dizzyingly depraved - mixed-media music videos have established the Riff Raff director as a bold new talent – but, as he tells shots, that’s only a small part of his identity.
Christine Peters: a real character
From attempting to animate her teddy bear at the tender age of five to breathing life into Stranger Things’ character Eleven, a swarm of bees, and a sardonic inner critic, Christine Peters, 2D animation lead at Blind Pig, has become the go-to for character design. Her tools? TVPaint, Toon Boom – and a wicked sense of humour.
In transition: how brands can adapt to a changing gender landscape
Despite increasing queer visibility in advertising, transgender and non-binary representation remains a minefield for brands – with the Bud Light backlash a stark reminder of the risks of getting it wrong. Selena Schleh speaks to members and allies of the trans+ community about proper pronouns and performative versus true brand allyship.
The Way I See It: Siri Bunford
From the 60-second Steadicam shot on the set of The Shining which started it all, to a Super Bowl spot for Google, Knucklehead director Siri Bunford has helmed some of the most iconic ads of the past 15 years and blazed a trail for female directors in the commercials world. Whether it’s #FoodDancing or pigeon fancying, the secret to Bunford’s success is simple: finding the humanity at the heart of every story – and a ‘just keep going’ mentality.
Adjani Salmon's comedy of terrors
From editing reality TV shows to making and starring in hit BBC sitcom, Dreaming Whilst Black, Adjani Salmon’s star is on the rise. As he plots his next move into commercials, he tells Selena Schleh how ‘telling jokes about terrible things’ is in his DNA – and why brands need to take risks on new voices.
Guy Shelmerdine’s lasting laughs
From toilet humour to technical wizardry, SMUGGLER director Guy Shelmerdine’s versatile style and commitment to craft has produced some of the most laugh-out-loud spots of the past 20 years. He tells Selena Schleh about coaxing comic moments from celebrities and why his brand of humour is always evolving.
The Lion’s share
This year's Cannes will see Bruno Bertelli – Global CEO of Le Pub, Global CCO of Publicis Worldwide, and CCO of Publicis Groupe Italy – adding another appellation to his collection, that of Jury President of the Film Lions category. Selena Schleh caught up with the gong-laden legend to discuss the proliferation of film, the central role of the category at Cannes and the impact of AI.
