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the Insight

Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.

Natasha Wellesley by Natasha Wellesley on 28th March 2024

If brands want to engage with a new generation of platform-native consumers then audiences need to be entertained and educated, says Natasha Wellesley, Head of Integrated Production at Ogilvy UK. Telling culturally relevant stories via short-form content might be a big shift for marketers, but it’s an exciting one.

28th Mar SHORT FILM & DOCUMENTARY FOCUS
How to make the industry better; a shorts story

How to make the industry better; a shorts story

Short films are a labour of love, says Mindy Goldberg Founding Partner of Epoch Films. But they're not only a labour of love because, done for the right reasons - and with the right approach - they can push a director's career forward and be successful for productions companies, agencies and brands alike.

27th Mar SHORT FILM & DOCUMENTARY FOCUS
How to cast a documentary: setting the stage for real life to unfold

How to cast a documentary: setting the stage for real life to unfold

Casting can be challenging, finding the right people to tell a real life story even more so. Simon Frost and Ben Hanson, Co-Founders of recently launched production company Witness, which specialises in authentic storytelling, reveal why making it hard for yourself can sometimes pay dividends.

27th Mar SHORT FILM & DOCUMENTARY FOCUS
Exploring authenticity: Zon & Bram on the rise of documentary-style advertising

Exploring authenticity: Zon & Bram on the rise of documentary-style advertising

With shorts being a starting point for many directors, Zon van Noordwijk and Bram Koopmans, Editors at Ambassadors look at the synergies between condensed cinematic storytelling and advertising. We also delve into factual content and how brands – and charities – are increasingly leveraging the power of reality to connect with audiences.

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A love letter to the daring darlings in advertising A love letter to the daring darlings in advertising
26th Mar

Alovelettertothedaringdarlingsinadvertising

In celebration of Women’s History Month, Lali Koehler, Chief Production Officer at Publicis Groupe's PXP reflects on the inspiration she's gained from remarkable women in adland and shares the invaluable lessons learned from them.

25th Mar SHORT FILM & DOCUMENTARY FOCUS
Five golden rules for sports documentaries

Five golden rules for sports documentaries

Sportspeople aren't meant to hit their marks or deliver scripted lines, says 77 Ventures' Creative Director Doug Hanshaw. So, instead of trying to make them, embrace the unpredictable, unscripted nature of shooting short branded documentaries to get your work onto the winners podium.

21st Mar SHORT FILM & DOCUMENTARY FOCUS
To build trust, brands need to get real

To build trust, brands need to get real

While audiences seem increasingly put-off by perfectly polished ads, authentic content is proving an effective way for brands to reconnect with consumers. Drawing from personal experience in documentary production, Eric Nichols, Executive Producer at Smartypants, emphasises the value of vulnerability, imperfection, and the untapped potential of documentary techniques.

19th Mar SHORT FILM & DOCUMENTARY FOCUS
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.

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How Poor Things’ Oscar success could inspire commercial production How Poor Things’ Oscar success could inspire commercial production
12th Mar

HowPoorThings’Oscarsuccesscouldinspirecommercialproduction

The 2024 Academy Awards recognised some of Britain's creative filmmaking talent. Laura Graham, Managing Director at Collective Studios, celebrates their success and reveals how her favourite Oscars film could also be a lesson for advertising.

12th Mar
The belle and The Bear: what the ASA's CK U-turn says about objectification

The belle and The Bear: what the ASA's CK U-turn says about objectification

The ASA's ban of FKA twigs' Calvin Klein campaign, because it objectified her as "sex object", was criticised by the singer and by others who noted that The Bear's Jeremy Allen White escaped regulation for a far saucier ad. Kirsty Hathaway, ECD at JOAN, comments on this reversal and wonders if International Women’s Day played a part.

8th Mar SHORT FILM & DOCUMENTARY FOCUS
Only connect: how content is becoming king again

Only connect: how content is becoming king again

The world of branded content encompasses everything from Love Island to TikTok influencers via Netflix docos, product demos and YouTube shorts. Tim Cumming talks to a range of industry creatives refreshing the concept of content.

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