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the Craft

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

How to give animation a Heartbeat
21st Sep

HowtogiveanimationaHeartbeat

Filled with a painterly technique created using Procreate on iPad and After Effects wizardry, Kyra Bartley's moving Heartbeats for Save our Sons had a style that was as mesmerising as the spot was devastating. We spoke to her about how she swirled her digital paintbrush through our emotions.

How to play with The King
18th Sep

HowtoplaywithTheKing

Enlisting the talents of legend himself (that's MR Eric Cantona to you), Coyle-Larner Brothers' heartfelt spot for FIFA 21 speaks to the winners in all of us. We chat to the directing siblings to find out how it was all put together.

14th Sep
How to shoot Japan on two rolls of film

How to shoot Japan on two rolls of film

Anonymous Content new signing Jovan Todorovic took to the streets of Nippon to create a mesmerising, dance-filled lockdown awakening. We chatted with him about how he caught it on camera.

4th Sep
How to make a Beautiful Day

How to make a Beautiful Day

When Noam Murro turned a Zoom background into a musical fantasy for Coors, we had to find out how he did it under the new restrictions.

31st Aug
Fred Armisen’s pared-down production diary

Fred Armisen’s pared-down production diary

Taking on the challenge to both direct and act in thirty spots for Google, Fred Armisen recounts an average day working on a socially-distant set and how restrictions are the mother of a swift production...which might explain how he got all the spots done in just six days.

17th Aug
A Salt On The Senses

A Salt On The Senses

With his lockdown-shot feature film Host proving to be an unexpected smash on Shudder, we thought we'd look back at the last time director Rob Savage scared us silly.

11th Aug
How to animate an interplanetary system

How to animate an interplanetary system

Using speculative elements and leaning heavily on character design, Hornet director, Yves Geleyn, shares the story behind the brilliantly devised clockwork universe.

4th Aug
How to make a big deal out of small businesses

How to make a big deal out of small businesses

Last Friday, Channel 4 and a host of big brands donated an entire ad break to mini-spots highlighting small businesses throughout the UK. We caught up with Armoury MD & Senior Producer Matt Hichens and Creative Director Jack Laurance to find out just how they shot six companies in six days with six directors, all under strict safety guidelines.

Spotlight

Some in-depth discussions of what it takes to make a killer music video.

30th Jul COMEDY FOCUS
How to sober up a Drunken Master

How to sober up a Drunken Master

Suthon Petchsuwan, Mum Films director and helmer of the hilarious new Jackie Chan-spoofing film for the Thai Health Promotion Foundation, talks to us about shooting an action epic under strict pandemic guidelines and finding the chuckles in the surreal.

23rd Jul
The naked truth behind the Stones' latest promo

The naked truth behind the Stones' latest promo

Photographer and filmmaker Diana Kunst recently released a new video for an old Rolling Stones track which charts the relationship with her friend, Marina. The video was accused by some of being 'lecherous'. Here, Kunst explains how the video came to be and what its real message is.

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21st Jul
Johnny Hardstaff on his Small Film with a big impact

Johnny Hardstaff on his Small Film with a big impact

After taking up residence for eight days at a UK hospital treating Covid-19 patients at the height of the pandemic, Johnny Hardstaff has created a stripped back, emotional and compelling film with just a stills camera and a voice recorder. Here, he explains the thinking behind his Small Film.

21st Jul COMEDY FOCUS
On Reflection: Never Say No To Panda

On Reflection: Never Say No To Panda

In 2010, a little-known agency called Elephant Cairo turned a cuddly bamboo-eater into a petty antagonist, and, in doing so, launched a thousand memes. We speak to agency creative and campaign director Ali Ali about causing pandemonium.

17th Jul
Submarines, snow and secrecy; how to film a Royal Navy spot

Submarines, snow and secrecy; how to film a Royal Navy spot

Spindle director Greg Hackett's new Royal Navy film was a huge undertaking, not least due to the availability of the main character (a nuclear submarine) and the need for secrecy (which stretches to this interview, some of which needed to be redacted). Here, he reveals the challenges and triumphs of the year-long project.