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The Play Focus
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What is the state of play in advertising? This Focus explores the ideas, instincts and creative choices that invite audiences to engage with humour, imagination and interaction. We look at playfulness in concept, writing, direction, sound, animation and post production, and consider why brands lean into lighter worlds when real life feels heavy.
What we're covering
We want perspectives on how play works in brand culture. That includes why humour and unpredictability connect with audiences, how interactive or game-like ideas draw people in and how creatives use playful thinking to cut through noise. We are also interested in how sound, animation and post production support playful worlds and build emotional engagement.
What to pitch
- Talent profiles on creatives, directors or storytellers known for humour, imagination or playful thinking.
- Opinion pieces on why play appeals to audiences and what it offers during a culturally serious moment.
- First-person reflections on creating playful brand worlds, including experiential ideas or AR and VR work.
- Perspectives on the role of surprise, silliness or interactivity in building emotional connection.
- Thoughts on how sound, animation or post production contribute to playfulness and help shape tone.
- Essays on the strategy behind levity and why brands return to it again and again.
How to pitch to shots
Before submitting, please read our pitching guide:
https://intercom.help/shotsvault/en/articles/10233573-shots-magazine-user-guide
Send pitches to:
shots@extremereach.com
Editorial disclaimer
shots is an editorial publication focused on people, perspectives and insight. All submissions are reviewed by the editorial team, but publication cannot be guaranteed. We prioritise strong voices, original viewpoints and pitches that suit the Focus and our interest in craft- and talent-led opinion.
