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the Craft

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

Thilo Gundelach knows how difficult it is to be Yourself
15th Nov

ThiloGundelachknowshowdifficultitistobeYourself

A young director speaks about lessons learned during his first shoot after film school and what's next for his career.

Anna and Vaughan Arnell discuss the creation of Corky the dog
7th Nov

AnnaandVaughanArnelldiscussthecreationofCorkythedog

Corky is the star of this Christmas's Dogs Trust campaign. Initially created by a 12-year-old Anna Arnell - and now directed by her husband - here, the duo explain how he came to be at the centre of an important message.

1st Nov
How Argos drummed up interest in Christmas

How Argos drummed up interest in Christmas

We go behind the scenes on Argos's new Christmas spot and talk to the creatives about the idea, the execution and why Simple Minds was the only way to go.

31st Oct
Sam Walker talks TEA and the corrosive nature of Brexit

Sam Walker talks TEA and the corrosive nature of Brexit

Uncommon ECD and Riff Raff director Sam Walker has released a trailer for new short, TEA, which deals with the divisions being sewn within Britain.

29th Oct
The magic that brought Leroy Merlin to life

The magic that brought Leroy Merlin to life

French DIY store Leroy Merlin's new spot is an effects-heavy opus that relied on the expertise of a series of post professionals, and if you want to know how they did it, read on...

21st Oct
Crafting a character-filled world for Unox

Crafting a character-filled world for Unox

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.

18th Oct
How Mother Shanghai and Nexus Studios animated a lot(o) for Oppo

How Mother Shanghai and Nexus Studios animated a lot(o) for Oppo

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.

17th Oct
Leica and Cokeliss take a shot in the dark

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.

Spotlight

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

17th Oct
Pascal Kerouche on how his Snipes spot hit the mark

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.

9th Oct
How Marmite took control of your mind

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...

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9th Oct
How to... survive a car shoot in extreme conditions

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!

17th Sep
How BETC and Traktor rebuilt LEGO's world

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.

10th Sep
How Barnardo’s made their cackle of hyenas

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.

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