The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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Artificial intelligence can definitely be our friend but, says Steph Hobart, MD at Brothers & Sisters Sports Club & AI Production Studio, it isn't a magician, so we should stop treating it like one. If we don't, the thing that will suffer is creativity.
Game on: How to make trailers that build worlds and win fans
While ads still play an important role in game launches, Mike Petricevic, Co-Founder and Creative Partner at Waste Creative argues that they’ve become just one part of a bigger strategy. He explores how marketing has evolved and what studios need to do to turn viewers into devoted players.
The art of reading the room
Natalie Dickens, founder of Felt Music, reflects on curating entertainment for creative professionals – and why trust, timing and instinct matter more than hype.
The future of food advertising is animated
Jelly’s Head of Film, Sue Loughlin, argues that it’s time brands moved beyond food porn and embraced animation as their secret ingredient.
To infinity and beyond: The enduring appeal of stop-motion
In 1995 Toy Story burst onto cinema screens, apparently heralding the end of stop-motion as an art form. That proved not to be the case, and Not to Scale director Anthony Farquhar-Smith examines the ongoing appeal and artistic merit of stop-motion animation.
No more 'sadvertising': How to film emotionally charged topics sensitively
After burning out, director Jon Bregel rediscovered what really mattered to him: filming honest, human stories with care. He shares why trust, conviction, and small crews matter when tackling heavy topics like grief and trauma, and how to create work that moves people without feeling fake or forced.
How motion can be the body language of branding
Kicking off shots' Animation Focus, Chris Chapman, Creative Director of Design, adam&eveDDB, explores the oft-ignored importance of movement in creating a brand’s identity and messaging.
Creativity versus class; the great brain robbery
Creativity is steadily being siphoned off. It's created by the few and attended by the few, with the creative industries completely shutting out the working classes. Cannes, says shots Culture Editor Amy Kean, is a perfect example.
Beyond lived experience: the responsibility of telling someone else’s story
Rachel McDonald, the director behind last year’s powerful short film Hermanos – about migrant families separated at the US border – explores the sensitivities required, and the privilege of, portraying someone else’s narrative.