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the Craft

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

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

HowStarbuckslearntfrom,andwasinspiredby,thetranscommunity

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.

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

Howtoswimupamountain

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...

28th Jan SHOTS AWARDS EUROPE 2019 WINNERS
Music Video of the Year: The Chemical Brothers

Music Video of the Year: The Chemical Brothers

As we near the end of our Music Video Focus we talk to the those behind one of our two shots Awards Europe 2019 Music Videos of the Year. Below, Outsider directing duo Dom&Nic and The Mill's ECD Jonathan ‘Wes’ Westley, explain the nuts and bolts of making The Chemical Brothers' Free Yourself.

27th Jan SHOTS AWARDS EUROPE 2019 WINNERS
Music Video of the Year: FKA twigs, Cellophane

Music Video of the Year: FKA twigs, Cellophane

Director Andrew Thomas Huang, who has collaborated with artists like Bjork, Perfume Genius, and Thom Yorke, shares some of the process and influences behind his Icarus-inspired, shots Awards Europe-winning 2019 music video, Cellophane.

27th Jan MUSIC VIDEO FOCUS
MPC at 50: Their favourite music videos

MPC at 50: Their favourite music videos

In celebration of the company's half-century, we spoke to the teams behind some of their most defining pop promo moments.

23rd Jan
How to transform crack pipes into luxury cookware

How to transform crack pipes into luxury cookware

Elisha Smith-Leverock works at the intersection of representation, artistry, and storytelling, crafting engaging and fully-developed narratives that encapsulate difficult themes and nuanced understandings. She shares her experience working with Jon Gray's story and how she integrated philosophy and art.

20th Jan
How Volvo's Birdman took flight

How Volvo's Birdman took flight

We speak to Andy Lockley, ECD at Grey London, and Pulse Films directing team D.A.R.Y.L. about the latest installment in their compelling Defiant Pioneers branded series with Sky Atlantic, telling the story of a conservationist who's methods have inadvertently been prototyping a solution to climate breakdown.

Spotlight

Take a look behind the scenes of our hilarious shots Awards commercial

13th Jan
How Joint convinced Vue to Get Lost

How Joint convinced Vue to Get Lost

We speak to Jack Brough, partner at Joint London, about how they worked with John Boyega, Ridley Scott and one of the UK's leading cinema chains to promote the big-screen experience.

2nd Jan
How to create modern music videos with old-school techniques

How to create modern music videos with old-school techniques

In the first of our Music Video focus posts, rubberband. talks about directing Tokyo Drifting, an exuberant music video knockout for Glass Animals that combines nostalgia and novelty.

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13th Dec
Do you Beelieve in magic?

Do you Beelieve in magic?

From Passion Pictures, directors Kyra and Constantin share how they balanced heartfelt character design and digital execution in their newest, fluffiest film.

11th Dec
How Uncommon and Biscuit gave us a Chilly Christmas

How Uncommon and Biscuit gave us a Chilly Christmas

We speak to the brand, agency and production company about how to launch your first TV work in the festive market.

4th Dec
How to squeeze tension from a single shot

How to squeeze tension from a single shot

Lance Edmands talks us through his intriguing and atmospheric short.

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