The Craft
Q&As and behind-the-scenes info on the latest and greatest
commercials, shorts and music videos.
How LEGO got Daft Punk to swap beats for bricks
The LEGO Group's festive film is a bombastic, clicktastic thrill ride through a minifig-fuelled workshop. shots caught up with Genevieve Hoey, Senior Director, Global Creative at Our LEGO Agency, to find out how they gift-wrapped their IPs.
How Nick Ball brought the bear necessities to Morrisons
For its delightful Christmas offering, the supermarket chain has retold the story of Goldilocks and the Three Bears, albeit with some distinctly modern twists. shots spoke to MJZ director Nick Ball and Leo UK's Jack Stoten and Connor Wynn about the practical magic behind bringing this furry family to life.
How Firefox reunited the original meme team
In a get-together nobody saw coming, the internet's OG oddballs join forces to lure lapsed users back to Firefox. Jamie Madge speaks to Mozilla's John Solomon, We Believers' Gustavo Lauria and nobodys' Sunny Sixteen about the painstakingly crafted memeunion.
Fitch/Baker conjure up another scare
Directing duo Fitch/Baker's creepy short film, The Trick, is available online just in time for Halloween. Here, the pair talk frights, filmmaking and finding the right people.
How Oura made a big impact with a miniature set
Oura's recent campaign saw the coming together of a large but intricate miniature set, 35 model makers, a phalanx of hand actors and a specially commissioned 'finger choreographer'. Superprime director Sam Walker takes us behind the scenes of Oura's Wear Your Best Life.
How Melchior Leroux composed a dance between the lines
Blending monochrome live action, fluid choreography and animated musical notation, director Melchior Leroux's sublime music video for Africa Express’s Hacernos Así, ft. Luisa Almaguer, is a poetic and timeless visual exploration of trans identity.
How Pablo took on Motor Neurone Disease
We take a look behind the scenes of the new campaign for the MND Association, which centres on the real-life story of Jaki, speaking to the creatives and director behind the emotive and impactful spot.
How Research Arts rewired its workflow
Research Arts’ surreal experimental film Automatic blends AI tools with traditional CG to explore robotics and machine aesthetics. Here, the director discusses using AI to develop bespoke problem-solving tools, and how new technology can be brought into the animation process thoughtfully and intentionally.
shots co-editors Jamie Madge and Danny Edwards chat to a handful of the production heads, brand creatives, adtech gurus and all-round decision-makers.
How Tom Green put real people in the picture for Guide Dogs
Stink director Tom Green and Fold7 ECD Dave Billing share how casting non-actors with a vision impairment, their real family members and charity ambassadors, brought an unmatched level of authenticity and emotion to their touching campaign for the UK sight loss charity.
How Matt Lenski used AI to champion humans in The Last Commercial
The Arts & Sciences comedy director imagines advertising’s final bow in a short that finds the funny side of an industry’s existential dread. Here, Lenski tells Jamie Madge how he balanced live-action performances with generated imagery, and why it’s a director’s job to avoid the scourge of ‘Beep Boop Cinema’.
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How KDSP and John Hillcoat found the key to therapy
Putting people's internal monologue to music might not be the first thought when promoting a mental health platform, but with its latest campaign for Grow Therapy, KDSP did just that, with heartfelt and humorous results. shots speaks to Brock Kirby and director John Hillcoat to find out what makes the campaign sing.
How hungryman woke the dead
In the second year of its “anti-award show award show”, the production company brought to life another abandoned script and found a brand to run it. Here, Jamie Madge speaks to Dead Ad Society founder and hungryman managing partner Caleb Dewart, director Lena Beug and copywriter Jagger Moore about resurrecting All Grown Up, the creative freedom afforded by doing things backwards, and why some lost ideas deserve another shot.
How Honda’s dream team revved up some reveries
From puppeteered spheres to smoke-filled bubbles, bringing Honda’s Your Dreams Engineered campaign to life demanded as much ingenuity behind the camera as it celebrates on screen. Director Ryan Chun and Black Kite Studios’ VFX Supervisor Jonathan Box explain how they manifested a beautiful film about manifesting dreams.