The Craft
Q&As and behind-the-scenes info on the latest and greatest
commercials, shorts and music videos.
How LUMA’s sweet dreams were made from this
Jason Kreher, CCO of creative studio DE-YAN and Caroline Ingeborn, COO of Luma AI, discuss their collaboration on the Luma Dream Brief. This competition to create ads using Luma AI tools garnered entries from 400 creatives who were able to play around with the fanciful work they thought they’d never make.
How Anyrin brought controlled madness to the screen
A new film by director Arran Anyrin Bowyn is a dark, brooding short which explores quiet psychosis, the many layers of personality, and the curation of self. Here, he talks about the challenge of being subtle, the importance of sound design, and the power of quiet hysteria.
How Ian Pons Jewell made Hornbach's timber limber
A strip of wood might not make the most exciting subject for an ad, but in its latest campaign, Hornbach made it the star. Jamie Madge sat down with director Ian Pons Jewell and Thomas Houthave from audio company Klankwerk to find out the theme behind the beam.
From seed to screen: How Tesco grew its green(s) giant
BBH London ECD Felipe Guimaraes and MJZ director Nick Ball describe the meticulous processes involved in creating Tesco's new hero Plumbert, a character that’s basically a sack of fruit and veg minus the sack.
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.
How straight 8's challenge can unleash creativity
With the deadline for Shootout 2026 looming, filmmakers from Drool, new-land, Mr+Positive, Snapper Films, and VCCP discuss the terror, joy and creative freedom that comes with creating films under uniquely unforgiving restrictions.
How 4Creative found inspiration in initials
As Channel 4’s in-house agency unveils its new identity, Miketta Lane and David Wigglesworth chat to Jamie Madge about collaborative authorship, creative chaos, and resisting polished uniformity.
How radical tenderness became a dance of protest
Arriving in Mexico for a commercial shoot, director Rachel McDonald was disturbed by events unfolding in the US and, finding her feelings aligned with the ad’s choreographer, embarked on an ambitious dance film.
Some recent interviews in our "How To" series.
How Anderson Wright beat the drum for ACLU
Created as a rallying call, drawing attention to the Barbara v. Trump Supreme Court hearing, The Beat took an already iconic Bruce Springsteen song and added another layer of ideological messaging to it. shots caught up with Stink director Anderson Wright to find out how he found the political pulse.
How Ariel Fisher kept it moving for ON
As part of our Movement Focus we take a closer look at ON's latest spot Keep It Moving, where we get the lowdown from magna studios director Ariel Fisher, and composer and sound designer Joaquin Pastor.
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How Partizan helped bring Iron Maiden and Eddie to life on stage
When Iron Maiden decided to set off on a world tour, they also decided to ramp up the live experience and introduce a new way of watching the band. Enter Partizan, Red Knuckles and a team of people who brought the Iron Maiden, its mascot and its songs to life for a new generation of fans.
Bryan Buckley’s resistance in motion
The Oscar-nominated director and the choreographer Matt Steffens share how their viral dance video ResistDance, produced by Hungry Man, found a new way to express the anguish of the killings of Renée Good and Alex Pretti.
How Isle of Any and Coinbase made NPCs the MVPs
Oscar Hudson's new film for the brand sees a video game character break free of his shackles and escape into the 'real' world. The twist – the lo-fi visuals and angular textures aren't CG; instead, the MJZ director used impeccable production design and canny lighting to trick us into mistaking physical for digital. Jamie Madge caught up with Hudson and Isle of Any founders Toby Treyer-Evans and Laurie Howell to download the details.