The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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World War Seven Managing Director and Partner, Sloane Skala, believes that the atmosphere on a set, the camaraderie and the joyfulness, leaches into the work. If you're attempting to make a comedy spot but things are tense and clients are anxious, building playfulness into the whole operation lights the fuse for creativity.
In order to win, brands need to recognise that the World Cup is a different game
With the FIFA World Cup kicking off today, Kerel Cooper, CMO at MarketCast, looks at the opportunities for brands and why football's greatest show is a huge opportunity for the brands that know how to approach it.
The highest level of creativity is play
With too many layers and too much conversation, the art of play with advertising has been lost. MakeMake Founder Angus Wall says the industry needs to relearn the ability to enjoy itself.
What cycling 1,000km across the Alps taught me about leadership
As this year's Fireflies cyclists prepare for the arduous ride into Cannes, Amy Coomber, Chief Creative Production Officer at Neverland, reflects on her inaugural ride in 2025 and the lessons she learned about ambition, resilience and teamwork
Will AI rescue advertising creativity?
A recent article by Andrew Lang about the potential threat to filmmakers from AI caught director Andy Lambert's attention. Some elements he agreed with, but others he felt less sure about. Here, he explains why he believes AI has the potential to herald a creative renaissance in advertising.
Gaming the system; Advertising's state of play
Advertising is famously a long-hours culture, where the work is king. But behind the work, the creativity, inspiration, innovation and improvisation necessary to achieve best-in-class results depends on the impish, unruly spirit of play.
The shots Podcast: Best Cannes Lions Grand Prix... ever
The latest podcast face-off sees Co-Editors Danny Edwards and Jamie Madge attempt to distil 70+ years of roaring success into a sprightly top five.
Real-time filmmaking is coming… most won’t survive it
Artificial intelligence is here, and it will fundamentally alter filmmaking. But, says The Moon Unit, AI's democratisation of the industry is a fallacy, because as the jigsaw of real-time filmmaking edges closer to completion, it will be the select few with access to the knowledge, rather than the masses with access to the tech, who will come out on top.
From framework to fame: Four ways to build voice that works
What a brand says is important, but so too is who says it, and how. Kim Aspeling, Lead Voice Specialist at MassiveMusic, looks at the ways in which brands get their messages across, who delivers those messages, and why voice is so important.