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The Not TV Focus

While reports of TVC’s death might be greatly exaggerated, there’s no denying that social and other ad spaces are jostling for supremacy. This focus explores exciting not-TV work, from experiential and OOH to the exciting world of ‘extended reality’, where AR, VR and mixed reality reside.

Talent

The art of unrest: John Phillips on the power of poster art

Paddington Printshop founder John Phillips, the creative force behind some of the most enduring poster designs that spoke truth to power, has co-founded The Museum of UnRest to tackle social and environmental issues. Lucy Aitken met him at the Museum's pop-up exhibition to find out more.
Insight

The power of niche communities

Meroweh Ansari-Beni, Head of Video at social media agency Coolr believes that by meaningfully tapping into evolving subcultures and micro trends, brands can be authentic without trying to appeal to everyone at once.
Talent

Phoebe Smith's rules of engagement

Phoebe Smith at Helo discusses the new art of experiential engagement, and talks to Tim Cumming about her trajectory from the music business to the business of making a lasting impact in the real world.
Insight

The lure of ads that don’t look like ads

George Bacon, Founder of GBM Group, argues that meme-native ads are rewriting marketing, with culturally attuned brands moving fast to reach audiences in ways they appreciate earning the most attention.
Insight

Off-screen opportunities: The new advertising dimensions

As the TVC in the UK marks its 70th year, Tim Cumming talks to creative experts in the branding world about the new dimensions opening up beyond the world of TV and cinema.
Insight

Putting the LOLs into OOH: Why are brands overlooking the power of humour in outdoor?

Dave Billing, ECD at Fold7 wonders why – when humour is one of the best ways to cut through and offer cheer in these dark days – are relatively few advertisers are tapping into this powerful tool when it comes to their outdoor campaigns.

Insight

From screens to scenes: The rise of experiential storytelling

m ss ng p eces managing partner Kate Oppenheim explores how physical experiences have become the beating heart of brand storytelling.
Insight

Prime time is over. Participation is in

Shared screen experiences are largely a thing of the past, but that doesn't mean shared experiences themselves are gone. Manuela Mesrie, Executive Producer at UNIT9, explains how the collective moment has just shifted medium, and how television can still be a part of it.

Insight

From picturesque pints to Twin Peaks fandom: The era of post-TVC creativity

As advertising splinters across platforms and moves beyond the traditional TV commercial format, every frame has to earn its place. Born Social’s Barney McCann argues that it's engagement, rather than polish, that defines modern craft.
Talent

A feast for the senses: Marshmallow Laser Feast

From chemists to ventriloquists, designers to coders, Marshmallow Laser Feast unites creative and scientific minds to craft multi-sensory experiences for brands, museums, parks and public spaces. Amy Hey caught up with co-founder Robin McNicholas and EP Nell Whitley to discuss how they’re using immersive tech and storytelling to expand our connection with the natural world.
Insight

Why stills still move

Susie Babchick, Photography and Art Consultant at RSA films, explains why, despite the apparent dominance of video in today’s TikTok terrain, the single, still image is powerful, relevant and set to endure.
Craft

BBH’s picture perfect approach to out of home

With iconic brands such as Tesco, Häagen-Dazs and Burger King, BBH London has been able to create suitably iconic out of home work that has picked up plaudits and admiring glances in equal measure. ECD Felipe Serradourada Guimaraes and CPO Stephen Ledger Lomas tell Danny Edwards about their approach to the medium, its recent renaissance, and why trust trumps bravery.

Insight

Why brands need to move from storytelling to story-living

It’s no longer enough to tell people what you stand for, you have to invite them in to live it, says Simon Hatter, Founder of brand experience agency HATTER, So, welcome to the world of story-living.

Insight

When the ad break ends, the Christmas story continues outside

Christmas is coming, which means a deluge of festive TV ads is on the way. But, says Jennie Roper, Head of Intelligence at WPP Media OOH, TV spots aren't the only way to a shopper's heart, because once viewers turn the TV off and get onto the street, out of home advertising continues to impact.

Insight

What filmmakers can teach marketers about storytelling in experiential​

Experiential activations should offer spectacle but, says Ijaz Ibrahim, Creative Lead at The Hanging House, spectacle is only half the battle because without meaning it won't be remembered.

Talent

The methodical magic of Yuko Shimizu

Whether in film posters, murals or magazine covers, the mythical world of multi award-winning illustrator Yuko Shimizu bursts with folklore, fantasy creatures and formidable female characters. Speaking to Amy Hey at OFFF Festival in Barcelona, Shimizu reflects on the logic that drives her creativity, the lessons she carried from corporate PR and the joy of living her childhood dream.
Talent

Todd Broder: Building on experience

The SpongeBob animator turned production company founder is betting on experiential exploding in popularity as brands realise the ROI it can offer. Lucy Aitken found out how shifting gears at BroderVille helped to meet the growing demand.

Insight

From output to emotion: Creativity beyond the screen

Storytelling is often contained by the borders of a screen, be that a phone, a TV, a computer monitor... But, says Nick Braccia, Director of Strategy at multidisciplinary creative studio The Mayda Creative Co., creativity is breaking free.
Insight

​The ultimate digital detox... and other unexpected benefits of packaging

In an age dominated by screens, packaging offers brands a rare moment of real-world connection; a tangible touchpoint that builds trust and recognition. Adam Swan, Creative Partner at Derek&Eric makes the case that packaging isn’t an afterthought, but the most powerful expression of a brand’s identity in the physical world.
More From The Focus
The 'Not TV' Focus

The 'Not TV' Focus

While reports of TVC’s death might be greatly exaggerated, there’s no denying that social and other ad spaces are jostling for supremacy. This focus explores exciting not-TV work, from experiential and OOH to the exciting world of ‘extended reality’, where AR, VR and mixed reality reside.
The Nostalgia Focus

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.
The Animation Focus

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

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.
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