The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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hungryman's Dan Opsal is no stranger to directing, but stepping up to a Super Bowl spot was a new experience. Here, Opsal relays how he got the State Farm gig, what it was like working with Danny McBride, Hailee Steinfeld and Keegan-Michael Key, and the positives of being a prepper.
Why production is advertising's best kept secret
A great strategy and a brilliant idea are both key ingredients in any campaign but, says Jess Ringshall, Chief Production Officer at Saatchi & Saatchi London, it's production that determines whether an idea survives in the real world.
Building in The Big Apple: Lessons from ETC’s first year stateside
Antonia Vlasto discusses the shift from London to the US, adjusting to a louder creative culture, and what delivering six Super Bowl spots in year one actually demanded.
Super Bowl Face-off 2026
shots Co-Editors Danny Edwards and Jamie Madge chat through their personal favourites from the Big Game.
The specificity paradox: Winning the game by losing half the audience
The old saying, 'you can't please all the people all the time' is, says Patrick Marzullo, Managing Director, Creative Studio at Coinbase, never truer than during the Super Bowl. With an audience of 120 million people, you need to be specific, because if you hit that sweet spot, then you can break through the screen and into culture.
How to make a feature with a commercials mindset
When director Lawrence Jacomelli needed to shoot his feature Blood Star in 10 days, he realised that moviemaking magic can happen when you apply lessons learned in ad production.
Super Bowl spots: Stop hiding weak ideas behind famous faces
A celebrity can’t save a bad Super Bowl ad, believes Michael Bucchino, Director of Film Craft at CYLNDR Studios. But the right - or even the wrong - famous face, fronting the right idea, can carry you over the line and have the crowd cheering your name.
Well, well, wellness
Wellness is everywhere now, in our tech, in our daily lives, in our household brands. Tim Cumming looks at its strange history and evolution – from a niche hippyscape to a multi-billion dollar industry – and talks to a range of brands and creatives about selling wellness in the 2020s
Why personal wellness can be infectious
Understanding your own mental and physical wellbeing can put you in a position to be understanding of and helpful to those whom you work with, says Lou Allen, MD at Factory and SIREN. Here, she outlines her journey from depression to positivity and how it impacted on her work and life.