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the Craft

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

How Richard Bullock made waves with his ambitious amphibious spot
23rd Feb

HowRichardBullockmadewaveswithhisambitiousamphibiousspot

This remarkable film promoting Super Rugby Pacific 2024 was the brainchild of Revolver writer/director Richard Bullock. Here he dives into the making of his underwater epic There's Something In The Water and reveals the challenges of dealing with weighted players and water-filled rugby balls.

How WW7 basked in the Legend of the Lizard
14th Feb SUPER BOWL 2024

HowWW7baskedintheLegendoftheLizard

As part of GEICO's Super Bowl activity, The Martin Agency tasked WW7's David Shafei with creating a mockumentary that answered one of the great brand mascot enigmas: where did the GEICO Gecko come from? Here, Shafei shares with shots the delicate steps it takes to unmask an icon.

14th Feb SUPER BOWL 2024
How Adam Morse brought his Super Bowl vision to life

How Adam Morse brought his Super Bowl vision to life

Employing authentic storytelling and innovative in-camera techniques, the director's debut Big Game spot offers a first-person perspective of Javier, a visually-impaired protagonist, as he captures moving moments through the lens of his Google phone, seamlessly showcasing its guided frame feature. shots caught up with the director to find out more.

13th Feb
How African mythology inspired a Queer metamorphasis

How African mythology inspired a Queer metamorphasis

An entrancing visual journey intertwined with Black Queerness and African spirituality, Justice Jamal Jones' Notes on a Siren offers a thought-provoking narrative on transformation. shots caught up with the director to uncover the connection between mermaids, mirrors, and modular synthesisers.

6th Feb SUPER BOWL 2024
How Reese's sweetened an emotional rollercoaster

How Reese's sweetened an emotional rollercoaster

In its audacious Super Bowl spot, the confectionery giant launched its new variation of the Peanut Butter Cup with an overexcited viewing party expressing their feelings, hilariously constructed by Erich & Kallman and Harold Einstein. shots sat down with Hershey's Ryan Reiss and the agency's Clark Chamberlin, Jason Goldberg, and Kati Haberstock to find out how to trigger a tantrum.

2nd Feb
Cybersmile spotlights trials and online tribulations

Cybersmile spotlights trials and online tribulations

The Cybersmile Foundation, the nonprofit organisation committed to tackling online bullying, has released a new campaign that references the Salem witch trials. Here, JOAN London's Tom Ghiden and Kirsty Hathaway, the agency's MD and ECD respectively, talk cancel culture, mob tactics and history repeating.

18th Jan
How Martin de Thurah helmed a Viking voyage

How Martin de Thurah helmed a Viking voyage

The National Museum of Denmark commissioned Bacon director Martin de Thurah to craft an exclusive film for its 2021 Viking Age exhibition. Now premiering online, The Raid entwines chilling imagery with poetic storytelling to bring Bjørn Ironside’s attempt to conquer Rome to life. shots caught up with de Thurah to talk renting Viking ships, replicating relics and ensuring historical accuracy.

7th Dec
Sam Hargrave shoots from the hip for PUBG

Sam Hargrave shoots from the hip for PUBG

Actor, stunt co-ordinator and director of Extraction and Extraction 2, Sam Hargrave, has released a new, action-packed short film for video game franchise PUBG. Here, he talks time limitations and the importance of teamwork.

Spotlight

Some recent interviews in our "How To" series.

4th Dec
How NOMINT made smoke without fire

How NOMINT made smoke without fire

In a third hard-hitting film for environmental charity WWF, NOMINT infuses stop-motion animation with smoke to highlight the imminent perils of fossil fuel consumption. shots caught up with director Yannis Konstantinidis to find out how they pulled off this latest fumy feat.

23rd Nov CHRISTMAS 2023
How BBH crafted the spirit of Christmas for Tesco

How BBH crafted the spirit of Christmas for Tesco

From carefully-considered casting to choosing costumes over CGI, Deputy ECD Felipe Serradourada Guimaraes explains how the agency, along with directing duo Alaska and post production studios Black Kite, created the supermarket's heartwarming seasonal spot.

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14th Nov
How EE decided to make some noise

How EE decided to make some noise

Mobile network and internet service provider EE recently launched a campaign that took the brand in a new direction. At the heart of the launch was music, with the three launch films acting like mini-promos. Here, we get behind-the-scenes insight from the agency and brand about their approach and why they had total trust in Faithless.

10th Nov
A Death Grips promo with a twist

A Death Grips promo with a twist

A new music video from Zack Hill, founder of experimental hip-hop group Death Grips, is a dark, unconventional film for Hill's new band.

3rd Nov
How to make a recruitment ad for a prison service in crisis

How to make a recruitment ad for a prison service in crisis

In creating the recent dramatic campaign Someone Like You for HM Prison and Probation Service, Spindle director Greg Hackett had to meet the challenge of portraying both the rewards of demanding prison officer roles and an authentic depiction of life behind bars. It was a task that required plenty of research, active listening and some time inside.