Danny Edwards
Co-Editor
danny.edwards@extremereach.com@aDannyEdwards
Danny Edwards is the co-editor of shots Magazine and, alongside Jamie Madge, is responsible for the editorial output of shots and its events.
How Uncommon made football a funny old game
Flaming footballs, falling pianos, marching bands and monster trucks all feature in FC 26's epically entertaining spot. But what did it take to corral all these things (and a squad of star players) to create a footballing fever dream?
On My Radar: Erik Kockum
Erik Kockum, director of Snask and repped by Papaya Films, is unimpressed by advertising's recent creative efforts, but has a lot of time for Kneecap, and Erik Kessels, as he reveals what's on his creative radar.
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.
Happy Socks' great migration
Where do all those odd socks go? It's a question as old as time – or, at least, as old as socks – and in this new spot for Happy Socks, which used AI to bring it to life, the mystery is finally solved.
Anne-Sofie Lindgaard lifts the mask on her debut commercial
MindsEye's most recent directorial signing has just released her debut commercial spot, a powerful, Halloween-tinged film for domestic abuse charity I Choose Freedom. Using horror tropes the spot highlights the real-life terror faced by thousands of women and, here, Anne-Sofie Lindgaard discusses what went into bringing the campaign to the screen.
Rugiet rises to the occasion
For many, erectile dysfunction is no laughing matter, but ED brand Rugiet puts comedy front and centre in this new spot, making it a more uplifting viewing experience.
On My Radar: Lex Carthur
Field Unit director Lex Carthur talks about the power of simplicity, the beauty of physical media, and the lasting impact of Charlie Chaplin, as he reveals what's on his creative radar.
FC 26 is everything fans want... almost
This brilliantly chaotic new film for EA SPORTS FC's FC 26 features flaming footballs, falling pianos, marching bands and monster trucks, as the makers go all-out to accommodate.
TyC Sports' man in the middle
As the most popular sport in the world, football has millions of fans spread across thousands of teams... but the focus of fandom in this TyC spot isn't a team, but the referees.
On My Radar: Wayne Best
Wayne Best, Chief Creative Officer at VML New York, gives props to Paltrow's Astronomer appearance, has trouble picking his favourite TV show, and is positive that blandness can cripple creativity.
On My Radar: Fa and Fon
The Watkins twins, Pulse Films' directing duo Fa [left] & Fon, have a wealth of movie recommendations, discuss their shared fear of fish, and wish that big brands would try something new once in a while, as they reveal what's on their creative radar.
Médecins du Monde's cry for help
This powerful and affecting new spot for the international humanitarian organisation doesn't pull any punches around the need to protect those attempting to help other people.
Danny Edwards is the co-editor of shots Magazine and, alongside Jamie Madge, is responsible for the editorial output of shots and its events. He has served on a variety of advertising award show juries including the AICP Awards, the Young Director Awards, the Epica Awards and the Music Video Awards, and has chaired events in Cannes as well as other leading festivals.
He has also written for media publications including Screen International, The Cannes Lions Daily and The Guardian. Danny hates musicals, loves comic books and is ambivalent towards Marmite.
On My Radar; Features; Profiles; New work