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The Moon Unit

The Moon Unit

19th Mar 2024 Insight
Thinking about shooting a short film? Try a long ad instead

Thinking about shooting a short film? Try a long ad instead

Short films can be incredibly impressive and hugely artistic, but can they kick-start a career in advertising? Not according to The Moon Unit, who argue that if you're looking for a calling card, have a spec spot to hand.

22nd Feb 2024 Insight
Does Sora mark the end for directing as we know it?

Does Sora mark the end for directing as we know it?

With OpenAI's new text-to-video software leaving slack-jaws around the industry, The Moon Unit speculates if we're looking at a new chapter in filmmaking.

19th Feb 2024 Insight
Why no one cares about ads any more (with one significant exception)

Why no one cares about ads any more (with one significant exception)

Collective experiences can super-charge an ad but, says The Moon Unit, with the advent of streaming platforms and the fragmentation of viewing habits, those experiences are increasingly hard to come by... but not impossible.

30th Jan 2024 Insight
Prompt Engineers; the new wave of emerging talent

Prompt Engineers; the new wave of emerging talent

This month we've been talking about new talent; emerging creatives and directors honing their skills in order to find a place in the industry. But what if those skills are changing? What if there's a new job role that will supersede the more traditional advertising ones? The Moon Unit investigates...

24th Nov 2023 Insight
Christmas ads: where are the ideas?

Christmas ads: where are the ideas?

When the time comes to unwrap the festive filmic treats bestowed upon us each year by brands we are, too often, receiving gifts we've already been given. At least, that's the view of The Moon Unit, who believe brands are 'rifling through the same box of tricks'.

12th Oct 2023 Insight
Will animation companies still exist in five years' time?

Will animation companies still exist in five years' time?

It can be creative, distinctive and has the potential to work brilliantly for clients but, says The Moon Unit, animation is also facing a trifecta of troubles which present an explosive risk to the medium and the companies that facilitate it.

11th Sep 2023 Insight
Is it possible to work in advertising and have a conscience?

Is it possible to work in advertising and have a conscience?

Would you work on a campaign for an arms company? Probably not. A tobacco company? No, it's illegal. At least it is in the UK, but how about elsewhere in the world? And what about fossil fuel? Or sugary drinks? Or alcohol? Moral decisions can sometimes be a maze of 'ifs and buts' and, as The Moon Unit outlines, while a moral framework is incredibly important, it's also fraught with dilemmas.

19th Jun 2023 Insight
Cannes; the festival of insecure overachievers?

Cannes; the festival of insecure overachievers?

As the advertising industry decamps to Cannes The Moon Unit asks whether the success of the festival is because advertising harbours so many brilliantly creative and successful people who are, at the same time, unsure of their own worth.

15th May 2023 Insight
The rise of AI companions; advertising’s final frontier?

The rise of AI companions; advertising’s final frontier?

For advertisers, consumers developing an emotional attachment to their wares is the Holy Grail. But what if emotional attachment isn't just a consequence but, seemingly, the whole point of a product's existence? Here, The Moon Unit examines an artificial intelligence anomaly which has brought ethical confusion and governmental oversight into the arguments over AI.

2nd May 2023 Insight
AI is an opportunity to remind ourselves what creativity really is

AI is an opportunity to remind ourselves what creativity really is

Artificial intelligence is here to stay, but how scared should we be? Will computers take our jobs? Will technology render creative people obsolete? No chance, according to The Moon Unit, who, as we begin this month's Tech Focus, argue that there are two things which set human creativity apart which AI will never be able to replicate.

20th Mar 2023 Insight
How advertising falls into fight, flight or freeze... and what to do about it

How advertising falls into fight, flight or freeze... and what to do about it

Faced with fear, humans generally have three responses; run and hide, play dead, or come out swinging. But those responses evolved from a time when danger was almost always life threatening. So, how do they relate to today's fears? The Moon Unit reevaluates our fight, flight and freeze responses for a modern world.

24th Feb 2023 Insight
Sensual satisfaction: make them lick the screen

Sensual satisfaction: make them lick the screen

What’s the secret to producing a great food and drink ad? The Moon Unit suggests we can stoke desire in the kitchen by drawing on what creates desire in the bedroom.

The Moon Unit

The Moon Unit