The Nostalgia Focus

Fings ain’t what they used to be... but do we wish they were? Are the complexities of modern, bot-driven life behind increased yearnings for yesteryear’s vinyl, dumb phones and vintage styles? Last year, we tackled the Future Focus; this year, we’re exploring the past and asking if advertising is driving or mirroring the revival of retro.

Insight

Anemoia: Or why the young are yearning for memories they never had

This summer, Originals x Oasis saw adidas maxing out on its association with the Gallaghers: a three-minute film glorified the UK band’s classic gigs. How can other brands channel 90s nostalgia? And what are the risks and rewards? Lucy Aitken finds out.

Insight

Representing reality: The risks and rewards of nostalgia

The rose-tinted glow of nostalgia can feel like an escape from algorithms, AI and looming uncertainty, but raiding the past for culture without purpose isn’t the answer. Keith Muir, Senior Strategist at Born Social, explains how brands can strike the right balance by connecting their heritage to shared cultural memory and crafting it into something new.

Insight

More than nostalgia: Why legacy brands must lead culture, not chase it

Kicking off shots' Nostalgia Focus this month, Seb Hill, Executive Creative Director at BBD Perfect Storm explores how brands like Gap and Ribena are reawakening their storytelling power by tapping into memories of past times.

Talent

shots Unsigned: Saul Lotzof

In this shots Unsigned interview we chat with UK based director Saul Lotzof. Here, he talks about his heartfelt remake of The Smashing Pumpkins music video for Perfect, putting the whole project together over the course of a year and getting to grips with the historical 1965 Arri 16 BL.

Insight

Rewind: Why festivals are the ultimate stage for brand nostalgia

With a summer dominated by a 90s music phenomenon, and Generations Z and A looking backwards in order to find their way, 'nostalgia' has been this year's watchword. But how best to harness this feeling? Damilola Onamusi, Head of Client Strategy & Delivery at Pulse, believes music festivals are the perfect stage.

Craft

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.

Insight

Reel nostalgia: Why cinema works for brands’ seasonal stories

'Tis almost the season to be jolly... but there are a few notable dates before we hit that particular time of year. And, says Clare Turner, Chief Commercial Officer at Pearl & Dean, when it comes to nostalgia, there's no better place for a brand to be than in a darkened cinema.

Inspiration

On My Radar: Tomas Gianelli

As we wave a fond farewell to this month's Nostalgia Focus, Tomas Gianelli, Executive Creative Director at DUDE London, wishes for a simpler time, realises that websites are a thing of the past, and believes agencies need a new payment model, as he reveals what's on his creative radar.

Insight

Butterfly clips and big potential: Claire’s next era

The accessory chain that introduced millions of kids to style is in administration; Hannah Partridge, Client Services Director at Seen Studios, explores how it could lean into nostalgia in order to reinvent itself for a new generation.

Inspiration

On My Radar: Mal Ward

As we continue this month's foray into all things nostalgic, Arts & Sciences' Managing Director/Partner Mal Ward looks to the past as he takes on a retro-themed edition of this week's Radar, featuring some classic commercials, a collection of cell phones and some seminal movies and TV shows.

Insight

Grave new world: Why young people are grieving a life they’ve never lived

Every generation looks back nostalgically on their youth... except maybe the current one which is yearning for a youth they never experienced; one during which constant surveillance and the pressure to perform didn't hang over them. And who to blame? Probably the 'Ad Business', says Elliott Starr, Creative Director at Impero.

Insight

Back for the future: Why the creative industries hit rewind to tell new stories

The lure of nostalgia is one advertisers and brands are rediscovering has surprising reach and power in an age of relentless technological change. Tim Cumming talks to a range of creatives to discover how nostalgia for the past can shape the future.

Craft

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.

Insight

On nostalgia: No country for old meh!

As we confront global chaos, domestic grudge matches and ethical WTFs, there’s the temptation to turn to nostalgia. But, asks Ian Grody, CCO at Giant Spoon, should we resist?

Insight

The art of looking back to move ahead

While the new – whether that's an idea, a technology or a trend – always captures people's attention, Partizan director Warren Fu believes that capturing hearts is equally as important. Nostalgia, he believes, can play a big part in making that happen, whether by design or by accident.

Insight

How nostalgia can offer clarity in an overstimulated industry

Before social media feeds and the chase for virality, advertising was built around a single strong idea; one that could stand on its own without the noise of algorithms and trends. Han West, Partner at Washington Square Films, explores how today’s interest in nostalgia could help advertisers reconnect with that simpler creative mindset.

The Animation Focus

AI-driven tools, deepfakes, real-time 3D game engines and improvements in kinetic typography – a whole bunch of new technologies have been impacting the art of animation. Yet there’s a lot of love for simple stop-motion and old-school 2D drawings. This month, shots speaks to masters in the medium about trends in toonworld.

The Sustainability Focus

It’s the burning question – with humanity facing an existential threat more potent than war, famine or disease, how can an industry full of world-class communicators talk about the climate crisis? shots discusses low-carbon film production, greenwashing and the paradox of consumerism vs planetary survival.

The Neurodiversity Focus

With growing awareness that an estimated 20 per cent of the global population is neurodiverse - the fact that advertising needs to get on top of the spectrums is a no-brainer. This month, shots speaks to experts, commentators and ADHD/ASD-powered adfolk about battling stigma, enhanced creativity and making more ND inclusive campaigns.