Danny Edwards
Co-Editor
danny.edwards@extremereach.com@aDannyEdwards
Danny Edwards is the co-editor of shots and, alongside Jamie Madge, is responsible for the editorial output of shots and its events.
MOSS suits up for summer
Menswear brand MOSS has released its first ever TV spot which features one - impeccably dressed - man and his adventurous summer.
NSPCC's online anguish
A new campaign for the UK charity centres on concern for children's safety when online, and how harm can intrude into day-to-day experiences.
Rubbermaid makes storage magic
Magic is all about sleight of hand, and so too is this new spot for the storage box behemoth, for which distraction is the name of the game.
Apple's paean to perseverance
Apple's new campaign for Mac continues the Great Ideas Start Here platform and celebrates the sometimes challenging, often messy but always fruitful quality of perseverance.
On My Radar: This Was Needed
Kode Media director This Was Needed, aka Nathan Burland [right], celebrates the diversity of YouTube, praises the creativity of analogue art, and laments advertising's occasional lack of accessibility, as he reveals what's on his creative radar.
Brahma's belief in Brazil
Ahead of the World Cup, this new campaign for the beer brand recreates historic moments featuring the Brazilian national team, with appearances by Carlo Ancelotti and Ronaldo.
How the search for new talent has changed over three decades
As the deadline for 2026's shots-supported Young Director Award approaches this week, we speak to some of the event's main sponsors, each of whom sits at the head of a successful production company, about why the search for new talent has changed, but how the goal has remained the same.
Belief Studio reframes masculinity
This stark, emotionally charged, AI-produced film shows parents from across the UK answering a question many are avoiding: what does it actually mean to be a good man?
How Uncommon made sparks fly for Airwallex
Entrusted with Airwallex's first global campaign, Uncommon London created a beautiful, black and white campaign that celebrates the inventive nature of the human spirit. Creative and director Sam Walker talks us through the process, from the spark of an idea, to the completed film.
Sparks fly for Airwallex
The fin-tech platform has released a new campaign that beautifully explores the spark behind every new business, breakthrough idea or bold invention.
On My Radar: Crobin Leo
Gravy Films director Crobin Leo recommends a "quietly devastating" movie, chooses a potentially polarising TV show, and reveals that people-watching can have an inspirational pay-off.
The price of victory
A powerful and affecting new spot for the Museum of the Great War in France highlights that victory looks very different once you peek behind the veneer.
Danny Edwards is the co-editor of shots and, alongside Jamie Madge, is responsible for the editorial output of shots and its events. He has served on a variety of advertising award show juries including the AICP Awards, the Young Director Awards, the Epica Awards and the Music Video Awards, and has chaired events in Cannes as well as other leading festivals.
He has also written for media publications including Screen International, The Cannes Lions Daily and The Guardian. Danny hates musicals, loves comic books and is ambivalent towards Marmite.
On My Radar; Features; Profiles; New work