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The Insight

Percipient thought-pieces and opinions from some
of the world’s most respected industry leaders.

Lucy Aitken by Lucy Aitken on 16th October 2025

The Less Healthy Food (LHF) rules are urging advertisers to rethink how they depict food and drink. Lucy Aitken finds out how brands are adjusting.

14th Oct
NOT TV FOCUS
Why brands need to move from storytelling to story-living

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.

13th Oct
Gen Z isn’t happy – can brands help with meaningful marketing?

Gen Z isn’t happy – can brands help with meaningful marketing?

With recent research revealing that the young are facing rising levels of angst, Rachel Cunliffe, Research and Insights Account Director at Mindshare, explores how adland can respond by showing up in more connected, culturally relevant ways.

10th Oct
NOT TV FOCUS
What filmmakers can teach marketers about storytelling in experiential​

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.

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Stay up-to-date with the latest news, insight and inspiration for the global creative community.

When did everybody become so stupid?
8th Oct
CULTURE CORNER

When did everybody become so stupid?

As the UK becomes an idiocracy, with anti-immigration rhetoric gaining traction and AI-generated news being treated as real, our culture editor Amy Kean wonders, ahead of her talk at this year's shots Out of the Box event in London which will cover a similar theme, whether we're more gullible than ever, or just dodging reality completely?

7th Oct
NOT TV FOCUS
The power of niche communities

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.

6th Oct
Portals in plain sight: Why smart glasses could reframe OOH

Portals in plain sight: Why smart glasses could reframe OOH

With Meta recently announcing its new AI-powered smart glasses, Saj Nazir, SVP Media Creativity at Mediahub, comments on why this is such an interesting development for OOH – a medium that continually reinvents itself.

2nd Oct
Beyond stills and film: How fashion brands are adapting to a new media landscape

Beyond stills and film: How fashion brands are adapting to a new media landscape

Bianca Redgrave, MD of Studio Private, explores how fashion and luxury brands are seeking campaigns that live across fragmented platforms, delivering an experiential wow factor beyond traditional channels.

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The lure of ads that don’t look like ads
1st Oct
NOT TV FOCUS

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.

30th Sep
NOSTALGIA FOCUS
How nostalgia can offer clarity in an overstimulated industry

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.

29th Sep
NOSTALGIA FOCUS
On nostalgia: No country for old meh!

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?

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