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the Craft

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

How BBH made the daddy of all charity films
20th Jun

HowBBHmadethedaddyofallcharityfilms

Last week Prostate Cancer UK released a new film, just ahead of Father's Day, celebrating dads. Here, we talk to BBH's Nick Gill and Victoria Keenan, and director Dan Emmerson, about how they balanced dad gags with heartfelt emotion.

How B&Q built its latest campaign
5th May

HowB&Qbuiltitslatestcampaign

The recent, fantastic campaign for B&Q employs a Bowie soundtrack, a huge, rotating rig that was "a feat of civil engineering", and a lot of hard work. Here, Uncommon's ECD Sam Walker, and Pulse director Oscar Hudson, take us behind the scenes of one of the year's most ambitious ads.

28th Apr COMEDY FOCUS
How Vedran Rupic created a holy trilogy of surreality

How Vedran Rupic created a holy trilogy of surreality

Through three distinctive music videos for Bosnian-Swedish DJ Salvatore Ganacci, director Vedran Rupic has honed an artist persona that is shocking, unique and undeniably hilarious. Here, in his own words, he describes how each film came together, and why a childhood friendship resulted in the ultimate MV muse.

21st Apr
How Röyksopp and Bacon explored some Profound Mysteries

How Röyksopp and Bacon explored some Profound Mysteries

In tandem with the launch of their new album, Röyksopp collaborated with production company Bacon to create ten unique shorts from ten different directors, each taking on a separate track. We spoke to Executive Producer for Copenhagen Mette Jermiin and Executive Producer for Oslo Magne Lyngne about how the audacious project came about.

11th Apr
How Toyota got back on the streets

How Toyota got back on the streets

At the tail end of last year, after a pandemic-enforced abandonment of foreign shoots, Executive Creative Director & Partner at The&Partnership, Andre Moreira, headed to Spain for a Toyota Aygo job that's just been released. Here, he explains what it was like being back in the saddle, and how some things never change.

25th Mar
How a spec film became a real Wrangler ad

How a spec film became a real Wrangler ad

It is not very often that a spec spot turns into a genuine ad for a brand, but Scott Pommier’s commercial for Wrangler did exactly that. He talks to shots about his work with a tiny production team, including a football coach he found on Facebook, to turn his vision into a reality.

18th Mar
Mark Jenkin mines promo gold for Thom Yorke

Mark Jenkin mines promo gold for Thom Yorke

BAFTA-winning director Mark Jenkin has helmed a new promo for Thom Yorke-fronted band The Smile which takes the director, crew and singer down a 200 foot Cornish mine for an ethereal , black-and-white video.

18th Feb SUPER BOWL 2022
How Lucky Generals struck gold at the Super Bowl

How Lucky Generals struck gold at the Super Bowl

London agency Lucky Generals has taken on America at its own game over the last five years, creating brilliantly funny – and very well-received – Super Bowl commercials for Amazon Alexa. Here, we ask Creative Gareth Morgan about the secret of their success, and how to make a celebrity-packed spot stand out.

Spotlight

Some recent interviews in our "How To" series.

15th Feb SUPER BOWL 2022
How GSP and Untold Studios pushed it for Frito-Lay

How GSP and Untold Studios pushed it for Frito-Lay

With photorealistic creatures and a hilarious acapella rendition of Salt-N-Pepa's classic, Frito-Lay's Push It was one of the Super Bowl's winners. We sat down with the agency and VFX house to find out how they did it.

11th Feb CINEMATOGRAPHY FOCUS
Framing the funny

Framing the funny

Most recently collaborating on the acclaimed TV curiosity, Toast of Tinseltown, director Michael Cumming (L) and DP Peter Edwards (R) have worked together for 15 years shooting various comic offerings, from sitcoms to spots. Here they explain the art of filming for hilarity and wonder if, both being drummers, the secret is... timing.

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9th Feb
How Arlo Parks' video world fell apart

How Arlo Parks' video world fell apart

Rose-tinted lenses and otherworldly aesthetics are the signature for Linden Zhang and Hannah Knight, better known as Friend London’s Zhang+Knight. We chat to them about how their style matched perfectly for their collaboration on the latest Arlo Parks video, Softly.

4th Feb
How to cut the cream of Blighty

How to cut the cream of Blighty

With 100 years of serving our eyes, ears and everything in-between, the BBC was given a montage of memories from Academy's Sam Rice-Edwards and Seb Edwards. We sat down with the brothers to find out how they trimmed 250,000+ clips down to one important message.

27th Jan
How Sam Walker put Formula E in pole position

How Sam Walker put Formula E in pole position

This week saw the release of an epic new film for Formula E. Here, Uncommon ECD and Pulse director Sam Walker discusses the Bondian nature of the three-minute, adrenalin-fuelled spot, reveals the innovative use of Unreal Engine, and explains why partnering a climate message with the fast-paced action was integral.