The Craft
Q&As and behind-the-scenes info on the latest and greatest
commercials, shorts and music videos.
How Emma Branderhorst tackled online exclusion with KPN
Emma Branderhorst has reunited with telco brand KPN and Dentsu Creative for Everyone Except, a new short film tackling the growing issue of online exclusion. Here, the director explains her creative process, from casting real teenagers and spending time with them off-camera to incorporating social media-style footage for authenticity.
How McDonald's cooked up a taste of the past
McDonald’s vibrant summer campaign whisked audiences away on a magical journey through its iconic and much-loved McDonaldland, first dreamed up in 1970. We caught up with Black Kite Studios, Nick Roney and Wieden+Kennedy to explore how they delved into the fast food chain’s archives to create the ultimate trip down memory lane.
How The Sacred Egg got surreal in San Vansterdam
Riff Raff directing duo The Sacred Egg discuss their surreal spot Drop In for EA’s skate, sharing how they kept it authentic, captured the spirit of skateboard culture, and had a blast in Mexico City.
How Aardman’s talking animals stood the test of time
Known for bringing warmth and wit to the animal kingdom, filmmaker Nick Park's Creature Comforts has appeared in countless spots and series since its creation in 1989. We caught up with Aardman's Rich Webber and Steve Harding-Hill to reflect on the style's enduring appeal, and their most recent campaign, Human Nature.
Ana Paula's story of desperation and determination
A new short film, just off the festival circuit, is a powerful, intense and emotional story about desperation, love and loss featuring a brilliant cast of non-professional actors.
How Eliza McNitt and AI connected the intimate with the infinite
In ANCESTRA, Chromista director Eliza McNitt merges the miracle of childbirth with the mysteries of the cosmos, crafting a live-action/AI short brought to life by hundreds of hands translating vision into poetry. Here, she speaks to shots about the film’s ambitious process and the human collaboration behind the machine.
How Anthony Dickenson made months of monoprints for Rival Consoles
To create his unique and mesmerising promo for the synth act, the 1stAveMachine director created 11 painted rolls, each 20 metres long, to house 5000 frames of pulsing imagery. shots sat down with Dickenson to find out what led to such a meditative and drawn-out project.
How the BBC and Blinkink sculpted excitement for the UEFA Women’s Euro
Handmade down to the last thumbprint, the BBC’s UEFA Women’s Euro trailer brings football’s biggest stars to life in an intricate and action-packed claymation. We spoke to BLINKINK producer Rebecca Little about painstaking craft, uplifting tone, and why traditional techniques still score big in an increasingly digital world.
Some recent interviews in our "How To" series.
How Laurie Rowan made a cutesy curmudgeon
With its new work for Telstra, Nexus Studios has given us the most precious pessimist in recent memory. We caught up with director Laurie Rowan to find out how character design and vocal performance can sell such a sweet idea.
How Pika gave us the darkest app ad ever
With a film that switches from seeming normality to gut-wrenching (and LOL-making) bleakness, AI video platform Pika gave us commercial-watching whiplash last week. Here, we speak to the in-house creative team (Lindsay Brillson and Monica Tan), director Marie Schuller, and editor Val Thrasher about how they delighted in going dark.
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How OVO gave life to electrical appliances
Eschewing CGI in favour of practical, in-camera effects, the green energy brand's latest ad depicts a playful, cinematic standoff between a man and his rampaging household appliances. Here, we talk to Saatchi & Saatchi and CANADA directing duo Réalité about the meticulous craft behind the chaos.
How Freddie Powell took a loving look at parental passion
In an acerbic short from the Drool filmmaker, premiering on shots, an ageing couple display their love through habitual disharmony and nagging niggles. Here we speak to Powell about casting, comedic timing and commandeering his parents' house for the shoot.
How BritBox brought filmmaking to life
Shot over more than 14 continuous hours, BritBox's new campaign is a filmmaking feat of ingenuity that needed rigorous planning, total precision and the professionalism of a host of departments.