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the Craft

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

Mark Romanek suits up for H&M
19th 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.

Andy Gent creates a hare-raising puppet
16th 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.

15th Apr
How to make a magic hallway

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.

12th Apr
Shedding light on LG's showstopper

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.

12th Apr ADVERTORIAL
The future of film is just a click away

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.

8th Apr
How Pantera faced up to a new challenge

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.

4th Mar
Iggy Pop marshals the music

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.

23rd Feb
How Neil Linpow learnt his lesson

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.

22nd Feb SUPER BOWL 2021
How to bring babies to the Big Game

How to bring babies to the Big Game

Mark Molloy's show-stopping Super Bowl spot for Huggies saw some of the best performances ad-breaks have seen in ages... from infants! We asked him how he directed dinky divas.

15th Feb
How to win at straight 8

How to win at straight 8

With the places for the Nature edition of straight 8 Shootout going fast, and with teams gearing up to film their masterpieces, we decided to get some top tips from those that have already conquered the notoriously tricky film competition.

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28th Jan
How Nexus Studios found imagination in excretion

How Nexus Studios found imagination in excretion

For shots Awards The Americas, director Laurie Rowan dove into the messy business of inspiration to create a gorgeous and hilarious promo. We caught up with him to find out how he got his hands dirty in a CG, photorealistic world.

26th Jan
How Weezer ditched the doomscroll

How Weezer ditched the doomscroll

We asked Pulse Films director Colin Read how his in-camera trickery and a sprinkling of nostalgia helped the rockers celebrate All My Favourite Songs.

22nd Jan
Kamala Harris and Girl Up rise to the occasion

Kamala Harris and Girl Up rise to the occasion

A new campaign for Girl Up captures the inauguration of Vice President Kamala Harris through the eyes of girls across America.