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the Insight

Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.

Gary Hilton by Gary Hilton on 11th July 2024

Using famous tracks might mean immediate recognition, but is it always the best choice to make for your campaign? There's the sometimes astronomical cost to consider, but also creative contemplations to examine. So, listen up as Gary Hilton, Director of GAS Music, cues up a set list of situations.

9th Jul MUSIC & SOUND FOCUS
The new machines making waves in audio

The new machines making waves in audio

The creative world of sound, music, design and voice-over is at the forefront of an AI-led tech revolution that is poised to lend a hand – or to take the hand that feeds it and replace it completely. Tim Cumming talks to the sound creatives wrapping their ears around the unfolding possibilities and possible pitfalls.

8th Jul
Tradition and trend; the ongoing balancing act of sports brands

Tradition and trend; the ongoing balancing act of sports brands

Mattias Mackler, Creative Director at FutureBrand, which was AOR for the London 2012 Olympics and brand collaborator to The Hundred, believes heritage and modernity can coexist in sports branding. Here, he delves into the art of navigating this path while also keeping fans happy.

5th Jul
How can brands score at Euro 2024?

How can brands score at Euro 2024?

We're getting to the business end of the Euros, but which brands have played a blinder so far, and how can other brands get on the scoresheet in the future? Alex Brown, Head of Sport & Entertainment UK at EssenceMediacom, goes over the tactics.

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How can brands leverage music events? How can brands leverage music events?
4th Jul MUSIC & SOUND FOCUS

Howcanbrandsleveragemusicevents?

When Taylor Swift's Eras tour came to the UK last month it caused literal seismic activity, but are brands missing out on earth-moving moments by ignoring the power of live music? Three ad experts riff on the question.

3rd Jul
Advertising's diversity issue; who makes the work, shapes the work

Advertising's diversity issue; who makes the work, shapes the work

It's not just diversity in front of the camera that can be a problem for advertising. Inclusive sets and production teams create more inclusive work, says Efrain Ayala, Global Creative Effectiveness and D&I Director at Reckitt, because those who make the work, shape it.

2nd Jul
The sober sound of the alcohol industry

The sober sound of the alcohol industry

Hannah Cahill, Senior Research Consultant at sonic branding company amp, wonders why more drinks brands are not dancing to the beat of their own drums and exploring the heady cocktail of booze and bespoke beats.

1st Jul MUSIC & SOUND FOCUS
Explosive silence: how negative space can tell a story

Explosive silence: how negative space can tell a story

From grabbing our attention to pulling on our heart strings, Gavin Finney, Creative Director at Maverick Media, explores how turning the volume down can help advertisers create more impact with their audience.

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​Riding the tiger: being a creative person in the age of AI ​Riding the tiger: being a creative person in the age of AI
28th Jun

​Ridingthetiger:beingacreativepersonintheageofAI

Tom Demetriou, ECD at BarkleyOKRP, explores the wondrous mysteries of human creativity and the best way to tame the beast that is the ‘AI apocalypse’ rather than be eaten by it.

27th Jun
Don't be afraid of advertising around horror films

Don't be afraid of advertising around horror films

Horror isn’t just for Halloween, says Clare Turner, CCO at Pearl & Dean. If brands can get over their fear-by-association of frightening flicks, they can have Gen Z in the palm of their hands.

25th Jun CULTURE CORNER
Why can’t we let famous women be creative geniuses instead of tragedies?

Why can’t we let famous women be creative geniuses instead of tragedies?

'Sex sells', the old adage goes, but so too does death, especially when it involves a famous woman. And a famous female death is, so far as the tabloids are concerned, simply a final, tragic curtain call to a life of drama, sadness, flaws and desperation. But, says Amy Kean, Whitney Houston, Amy Winehouse, Sylvia Plath, Judy Garland... they were geniuses, and should be remembered as such.

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