The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
)
We’re facing an advertising paradox; short video dominates content more than ever, but commercial advertising is haunted by the skip button. But, says Russell Owen, Founder of commercial and feature film production company Kindred Pictures, all is not lost.
Why luxury is winning by leading with craft, escapism and play
Jelly's Hazel O'Brien fills us in on how luxury brands are using playful craft and whimsical animations to keep the space fun for creatives and audience alike.
The shots Podcast: Best use of IP
Podcast face-off episode three sees Co-Editors Danny Edwards and Jamie Madge delve into the big bag of IP usage.
Tangibility: McDonald’s secret sauce for truly getting its message across
If being playful is a powerful brand asset, then McDonald's approach to it comes in the form of tangible, real-world campaigns that aim to deliver joy. And Cameron Russell, Head of Marketing at Marketreach, is loving it.
Choreographing physics: Directing liquid in tabletop
Mateus De Paula Santos, CCO and Founder of Lobo, explores the craft of shaping liquid on screen, and why physics, not pixels, does the heavy lifting.
Making motion matter in traditional sectors
Creative Director at HB, Scott McGuffie, explains how designers can shift the conversation around motion to demonstrate its real value in helping audiences understand, interact and engage with professional services.
What movement can teach us about releasing control
Movement isn't just about what happens on the screen, says Sage Bennett, director at Greenpoint Pictures, it also includes the movement and evolution of those behind the lens. So, she says, sometimes you just have to let go.
From ollie to dolly: Why skateboarders flip to directing
There’s no single route into filmmaking, but since the late 90s one path has remained constant in the ad industry – creative talent trading skateboards for clapperboards. Jonathan Grant explores why so many concrete surfers go on to make their mark behind the camera.
The language of movement
As Senior Motion Designer at Entropico, Toby Garrow sees movement through a motion design lens, where emotion, rhythm, and behaviour are distilled into their most essential forms and cinematography is connected to performance and intuition.