the Craft

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

19^th Apr

MarkRomaneksuitsupforH&M

Director Mark Romanek is behind a new film for H&M that centres on the brand's initiative of providing free suits for job seekers.

16^th Apr Animation Focus

AndyGentcreatesahare-raisingpuppet

Professional puppet-maker Andy Gent, a longtime Wes Anderson collaborator, shares the intricate and detailed process behind creating an empathetic character that embodies hope while refusing to sugar-coat the horrific reality of lab animals.

15^th Apr

How to make a magic hallway

Director Show Yanagisawa, a creative for Dentsu, Tokyo, took on the challenge of capturing magic in-camera for Pocari Sweat.

12^th Apr

Shedding light on LG's showstopper

Sam Brown and Micky Tudor explain what went on behind the scenes of their stylish and colourful new campaign for LG Electronics.

12^th Apr ADVERTORIAL

The future of film is just a click away

Coronavirus devastated the film industry, but in the Canary Islands, a cleaner, cheaper, sharper and leaner way of shooting is about to save the day and change the film industry for good.

8^th Apr

How Pantera faced up to a new challenge

Directing trio Pantera take us behind the scenes of their new campaign for UNHCR, an emotionally charged film about fleeing a war-torn country before becoming an Olympic athlete, shot without ever seeing anyone's face.

4^th Mar

Iggy Pop marshals the music

In this new campaign from Marshall, rock legend and 'Godfather of Punk' Iggy Pop asks us to tune out the boring and find our own noise, and we speak to its creators to find out how they managed to achieve doing exactly that.

23^rd Feb

How Neil Linpow learnt his lesson

We chat to the Partizan EP about his self-directed/performed dramatic short Lesson 7, which sees self-help guidance take a dark path.

Spotlight

Some recent interviews in our "How To" series.

16^th Nov CHRISTMAS 2020

Howtomakeanice-storminashit-storm

Taking on Singing In The Rain and upping the ante in every regard, MEGAFORCE's barnstorming spot for Burberry was the Christmas treat we never realised we wanted. We sat down with the French foursome to find out how they did it in a pandemic.

13^th Nov

HowtogetRadioheadtodonatemusicforyourad

Lucas Peon, CCO at The Gate, sheds light on how his agency got permission to use a classic track, and why animation was the perfect medium for Childline's Nobody is Normal.

20^th Oct

Howananimaticcanbeauthoredanarchy

Keith Schofield's jaw-dropping, idea-packed, digital-puppeteering music video for Duck Sauce's Mesmerize was released at the weekend onto an unsuspecting audience. We caught up with him to talk appropriating celeb's heads, questioning the existence of reality and journeying through an army of anuses.

21^st 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.